ŠTARCHOŇ, Peter, Dagmar WEBEROVÁ and Lenka LIŽBETINOVÁ. Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands. In Khalid S. Soliman. 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). p. 1719-1730. ISBN 978-0-9860419-7-6. 2017.
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Basic information
Original name Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands
Name in Czech Clustering českých spotřebitelů dle jejch spontánní znalosti zahraničních značek
Authors ŠTARCHOŇ, Peter (703 Slovakia), Dagmar WEBEROVÁ (203 Czech Republic) and Lenka LIŽBETINOVÁ (703 Slovakia, belonging to the institution).
Edition 1st edition. Vienna, Austria, Education Excellence and Innovation Managemenet through Vision 2020: From Regional Development Sustainability to Global Economic Growth, p. 1719-1730, 12 pp. 2017.
Publisher International Business Information Management Association (IBIMA)
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50600 5.6 Political science
Country of publisher Austria
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/75081431:_____/17:00001131
Organization unit Institute of Technology and Business in České Budějovice
ISBN 978-0-9860419-7-6
Keywords (in Czech) značka; znalost značek; cluster; členové clustru; spotřebitelé; zahraniční značky; respondenti
Keywords in English brand; brand awareness; cluster; cluster members; consumers; foreign brands; respondents
Tags KDO, RIV17, SCOPUS
Changed by Changed by: Mgr. Blanka Mikšíková, učo 22534. Changed: 13/11/2017 09:07.
Abstract
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.
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