Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F17%3A00001131" target="_blank" >RIV/75081431:_____/17:00001131 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/70883521:28130/17:63517327

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands

Popis výsledku v původním jazyce

Brand awareness is not only a key strategic asset of organizations but it also an inevitable part of the sustainable competitive advantage. This paper presents partial research results dealing with brand awareness of Czech respondents. The research was carried out in the Czech Republic in 2015 and the research sample consisted of 1182 respondents who were encouraged to name foreign brands spontaneously without helping them with product categories or countries. The findings introduced in this paper show the top ten international, global brands recalled by consumers divided into three clusters. Brands, which were recalled frequently, belong to the sectors of sportswear, technology, beverages, food, footwear, and skin care. The obtained research results can help organizations better understand the buying behavior of Czech consumers.

Název v anglickém jazyce

Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands

Popis výsledku anglicky

Brand awareness is not only a key strategic asset of organizations but it also an inevitable part of the sustainable competitive advantage. This paper presents partial research results dealing with brand awareness of Czech respondents. The research was carried out in the Czech Republic in 2015 and the research sample consisted of 1182 respondents who were encouraged to name foreign brands spontaneously without helping them with product categories or countries. The findings introduced in this paper show the top ten international, global brands recalled by consumers divided into three clusters. Brands, which were recalled frequently, belong to the sectors of sportswear, technology, beverages, food, footwear, and skin care. The obtained research results can help organizations better understand the buying behavior of Czech consumers.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50600 - Political science

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

Education Excellence and Innovation Managemenet through Vision 2020: From Regional Development Sustainability to Global Economic Growth

ISBN

9780986041976

ISSN

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e-ISSN

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Počet stran výsledku

12

Strana od-do

1719-1730

Název nakladatele

International Business Information Management Association (IBIMA)

Místo vydání

Vienna, Austria

Místo konání akce

Vienna

Datum konání akce

3. 5. 2017

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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