Spontaneous brand awareness and consumer attitudes to brands in the Czech Republic and Slovakia

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F22%3A63549820" target="_blank" >RIV/70883521:28130/22:63549820 - isvavai.cz</a>

Výsledek na webu

<a href="https://link.springer.com/chapter/10.1007/978-3-030-16099-9_20" target="_blank" >https://link.springer.com/chapter/10.1007/978-3-030-16099-9_20</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-030-16099-9_20" target="_blank" >10.1007/978-3-030-16099-9_20</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Spontaneous brand awareness and consumer attitudes to brands in the Czech Republic and Slovakia

Popis výsledku v původním jazyce

This article deals with the perception of domestic brands by consumers in the Czech Republic and Slovakia. It aims to present the results of research focused on the attitude towards domestic brands and their spontaneous awareness in the environment of the Czech Republic. These results are compared with a similar research conducted by the Faculty of Management, Comenius University in Bratislava, Slovakia. The survey sample in the Czech Republic was made up of 1028 respondents and 1022 in Slovakia. The issue of brand building is currently intensively addressed by the professional public as well as by companies. A successful brand is a strategic asset for any business. Considering this fact, this article also provides useful information on the real attitude of the consumer public towards domestic brands.

Název v anglickém jazyce

Spontaneous brand awareness and consumer attitudes to brands in the Czech Republic and Slovakia

Popis výsledku anglicky

This article deals with the perception of domestic brands by consumers in the Czech Republic and Slovakia. It aims to present the results of research focused on the attitude towards domestic brands and their spontaneous awareness in the environment of the Czech Republic. These results are compared with a similar research conducted by the Faculty of Management, Comenius University in Bratislava, Slovakia. The survey sample in the Czech Republic was made up of 1028 respondents and 1022 in Slovakia. The issue of brand building is currently intensively addressed by the professional public as well as by companies. A successful brand is a strategic asset for any business. Considering this fact, this article also provides useful information on the real attitude of the consumer public towards domestic brands.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název statě ve sborníku

Strategic Innovative Marketing

ISBN

978-3-030-16098-2

ISSN

—

e-ISSN

—

Počet stran výsledku

8

Strana od-do

151-158

Název nakladatele

Springer

Místo vydání

Cham

Místo konání akce

Paphos

Datum konání akce

6. 9. 2017

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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