AN EMPIRICAL ANALYSIS OF “BRAND POPULARITY” ON SECOND-HAND PRODUCTS: A PERSPECTIVE FROM INTERNATIONAL STUDENTS IN THE CZECH REPUBLIC

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63526738" target="_blank" >RIV/70883521:28120/20:63526738 - isvavai.cz</a>

Výsledek na webu

<a href="http://hdl.handle.net/10563/45937" target="_blank" >http://hdl.handle.net/10563/45937</a>

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

AN EMPIRICAL ANALYSIS OF “BRAND POPULARITY” ON SECOND-HAND PRODUCTS: A PERSPECTIVE FROM INTERNATIONAL STUDENTS IN THE CZECH REPUBLIC

Popis výsledku v původním jazyce

The swift growth of second-hand market is one of the key indicators for the 21st Century Markets. The consumption or usage of used-goods (i.e. second-hand products) is on the rise among e-commerce and traditional goods markets. The purpose of this study is to ascertain the impact of brand popularity on customer buying decision regarding second-hand products. In other words, this paper sought to answer questions on ‘why’ and ‘how’ customers consider buying a second-hand product despite relatively low prices of these products particularly among university students’ purchase intent and other low-income earners. Using a pilot study, fortyone international students of Tomas Bata University in the Czech Republic took part in the study. With a descriptive analysis and a simple linear regression, there was a significant relationship between brand popularity and the buying of second-hand product among consumers. The practical implication of this research offers a conceptual model to marketers and dealers in the second-hand product retail market on how best they could re-consider their branding strategy to win customers.

Název v anglickém jazyce

AN EMPIRICAL ANALYSIS OF “BRAND POPULARITY” ON SECOND-HAND PRODUCTS: A PERSPECTIVE FROM INTERNATIONAL STUDENTS IN THE CZECH REPUBLIC

Popis výsledku anglicky

The swift growth of second-hand market is one of the key indicators for the 21st Century Markets. The consumption or usage of used-goods (i.e. second-hand products) is on the rise among e-commerce and traditional goods markets. The purpose of this study is to ascertain the impact of brand popularity on customer buying decision regarding second-hand products. In other words, this paper sought to answer questions on ‘why’ and ‘how’ customers consider buying a second-hand product despite relatively low prices of these products particularly among university students’ purchase intent and other low-income earners. Using a pilot study, fortyone international students of Tomas Bata University in the Czech Republic took part in the study. With a descriptive analysis and a simple linear regression, there was a significant relationship between brand popularity and the buying of second-hand product among consumers. The practical implication of this research offers a conceptual model to marketers and dealers in the second-hand product retail market on how best they could re-consider their branding strategy to win customers.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

DOKBAT 2020 - 16th International Bata Conference for Ph.D. Students and Young Researchers

ISBN

978-80-7454-935-9

ISSN

—

e-ISSN

—

Počet stran výsledku

9

Strana od-do

223-231

Název nakladatele

Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

2. 9. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—