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@inproceedings{40245, author = {Štarchoň, Peter and Weberová, Dagmar and 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; brand awareness; cluster; cluster members; consumers; foreign brands; respondents}, howpublished = {elektronická verze "online"}, language = {eng}, location = {Vienna, Austria}, isbn = {978-0-9860419-7-6}, pages = {1719-1730}, publisher = {International Business Information Management Association (IBIMA)}, title = {Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands}, year = {2017} }
TY - JOUR ID - 40245 AU - Štarchoň, Peter - Weberová, Dagmar - Ližbetinová, Lenka PY - 2017 TI - Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands PB - International Business Information Management Association (IBIMA) CY - Vienna, Austria SN - 9780986041976 KW - brand KW - brand awareness KW - cluster KW - cluster members KW - consumers KW - foreign brands KW - respondents N2 - 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. ER -
ŠTARCHOŇ, Peter, Dagmar WEBEROVÁ and Lenka LIŽBETINOVÁ. Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign 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). p.~1719-1730. ISBN~978-0-9860419-7-6. 2017.
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