Kontaktujte nás | Jazyk: čeština English
dc.title | Clustering in relation to brand perception: An example based on Czech consumers | en |
dc.contributor.author | Štarchoň, Peter | |
dc.contributor.author | Ližbetinová, Lenka | |
dc.contributor.author | Weberová, Dagmar | |
dc.relation.ispartof | Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth - Proceedings of the 28th International Business Information Management Association Conference, IBIMA 2016 | |
dc.identifier.isbn | 978-0-9860419-8-3 | |
dc.date.issued | 2016 | |
dc.citation.spage | 2271 | |
dc.citation.epage | 2285 | |
dc.event.title | 28th International Business Information Management Association Conference - Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth | |
dc.event.location | Seville | |
utb.event.state-en | Spain | |
utb.event.state-cs | Španělsko | |
dc.event.sdate | 2016-11-09 | |
dc.event.edate | 2016-11-10 | |
dc.type | conferenceObject | |
dc.language.iso | en | |
dc.publisher | International Business Information Management Association (IBIMA) | |
dc.subject | Brand | en |
dc.subject | Brand perception | en |
dc.subject | Cluster | en |
dc.subject | Cluster members | en |
dc.subject | Country-of-origin | en |
dc.subject | Groups | en |
dc.subject | Products | en |
dc.subject | Respondents | en |
dc.description.abstract | The aim of this article is to determine fundamental consumer groups with respect to their attitudes towards brands considering their origin, brand awareness, perceiving their quality and price. To meet the goals of this article, results of primary research focused on consumer preferences conducted in the Czech Republic were used. The research was done through a questionnaire survey and structured interviews during October and November of 2014. The sample consists of 1028 respondents expressing their preferences by answering 38 questions. Respondents' attitudes are evaluated in this article according to their gender, age, educational attainment, municipality size and net income. Based on the obtained data, consumer groups are divided into six clusters. The outcomes presented in this article provide a look at the structure of Czech consumers with respect to their buying preferences of brands. | en |
utb.faculty | Faculty of Multimedia Communications | |
dc.identifier.uri | http://hdl.handle.net/10563/1007132 | |
utb.identifier.obdid | 43875939 | |
utb.identifier.scopus | 2-s2.0-85013871402 | |
utb.identifier.wok | 000392785700229 | |
utb.source | d-scopus | |
dc.date.accessioned | 2017-08-01T08:27:16Z | |
dc.date.available | 2017-08-01T08:27:16Z | |
utb.contributor.internalauthor | Weberová, Dagmar | |
utb.fulltext.affiliation | Peter Štarchoň Department of Marketing, Faculty of Management, Comenius University, Bratislava, Slovakia, peter.starchon@fm.uniba.sk Lenka Ližbetinová Department of Tourism and Marketing, Faculty of Corporate Strategy, Institute of Technology and Business, České Budějovice, Czech Republic, lizbetinova@mail.vstecb.cz Dagmar Weberová Department of Marketing Communications, Faculty of Multimedia Communications, Tomas Bata University in Zlín, Czech Republic, weberova@fmk.utb.cz | |
utb.fulltext.dates | - | |
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