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@inproceedings{40243, author = {Ližbetinová, Lenka}, address = {Vienna, Austria}, booktitle = {Education Excellence and Innovation Managemenet through Vision 2020: From Regional Development Sustainability to Global Economic Growth}, edition = {1st edition}, editor = {Khalid S. Soliman}, keywords = {brand; Czech brands; cluster; cluster members; consumers}, howpublished = {elektronická verze "online"}, language = {eng}, location = {Vienna, Austria}, isbn = {978-0-9860419-7-6}, pages = {1703-1716}, publisher = {International Business Information Management Association (IBIMA)}, title = {Clusters of Czech Consumers with Focus On Domestic Brands}, year = {2017} }
TY - JOUR ID - 40243 AU - Ližbetinová, Lenka PY - 2017 TI - Clusters of Czech Consumers with Focus On Domestic Brands PB - International Business Information Management Association (IBIMA) CY - Vienna, Austria SN - 9780986041976 KW - brand KW - Czech brands KW - cluster KW - cluster members KW - consumers N2 - The aim of this article is to present the level of brand awareness of Czech respondents divided into three clusters. Results of primary research on brand recall are introduced. The research was conducted in the Czech Republic in 2015. The research sample consisted of 1182 respondents who were asked to name domestic brands spontaneously without any aid. The outcomes presented in this article show the top ten recalled domestic brands in the context of the three consumer clusters. The most frequently recalled brands belong to the food and beverage sector. Despite the fact that consumers tend to buy Czech products because they wish to support their domestic economy and many of them also have patriotic motives, companies have to be watchful as consumers’ opinions can change rapidly in the world full of competing firms. Therefore the obtained research results can help marketers to raise consumers’ brand awareness. ER -
LIŽBETINOVÁ, Lenka. Clusters of Czech Consumers with Focus On Domestic Brands. In Khalid S. Soliman. \textit{Education Excellence and Innovation Managemenet through Vision 2020: From Regional Development Sustainability to Global Economic Growth}. 1st edition. Vienna, Austria: International Business Information Management Association (IBIMA). s.~1703-1716. ISBN~978-0-9860419-7-6. 2017.
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