Consumer Behaviour and Branding: Perspectives from the Fast Food Industry in Different Markets

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F13%3A43871233" target="_blank" >RIV/70883521:28120/13:43871233 - isvavai.cz</a>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Consumer Behaviour and Branding: Perspectives from the Fast Food Industry in Different Markets

Popis výsledku v původním jazyce

The book focuses on the issues in consumer behaviour in different cultures and its impact on brand strategy development of firms in the global fast food industry. The book contains extensive empirical literature on cross cultural brand management, crosscultural consumer behaviour, fast food marketing, fast food franchising, marketing mix, monopolistic market structures, cultural orientations, mass customization and mass production. The book explores different branding strategies used by fast food enterprises in the Czech Republic and Ghana and examines the behaviour of consumers towards fast food brands and outlets in the two countries. Using empirical scientific analysis, it brings out new knowledge to the concept of cross cultural consumer behaviorand marketing. It describes the problem associated with consumer behaviour and brings out the relevant variables for the development of branding strategies of firms for the purposes of internationalization, expansions and operations in di

Název v anglickém jazyce

Consumer Behaviour and Branding: Perspectives from the Fast Food Industry in Different Markets

Popis výsledku anglicky

The book focuses on the issues in consumer behaviour in different cultures and its impact on brand strategy development of firms in the global fast food industry. The book contains extensive empirical literature on cross cultural brand management, crosscultural consumer behaviour, fast food marketing, fast food franchising, marketing mix, monopolistic market structures, cultural orientations, mass customization and mass production. The book explores different branding strategies used by fast food enterprises in the Czech Republic and Ghana and examines the behaviour of consumers towards fast food brands and outlets in the two countries. Using empirical scientific analysis, it brings out new knowledge to the concept of cross cultural consumer behaviorand marketing. It describes the problem associated with consumer behaviour and brings out the relevant variables for the development of branding strategies of firms for the purposes of internationalization, expansions and operations in di

Druh

B - Odborná kniha

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

ISBN

978-80-8154-053-0

Počet stran knihy

175

Název nakladatele

GEORG

Místo vydání

Žilina

Kód UT WoS knihy

—