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Clustering in relation to brand perception: An example based on Czech consumers

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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
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