Clustering Czech consumers according to their spontaneous awareness of foreign brands

Štarchoň, Peter; Weberová, Dagmar; Ližbetinová, Lenka

dc.title	Clustering Czech consumers according to their spontaneous awareness of foreign brands	en
dc.contributor.author	Štarchoň, Peter
dc.contributor.author	Weberová, Dagmar
dc.contributor.author	Ližbetinová, Lenka
dc.relation.ispartof	Proceedings of the 29th International Business Information Management Association Conference - Education Excellence and Innovation Management through Vision 2020: From Regional Development Sustainability to Global Economic Growth
dc.identifier.isbn	978-0-9860419-7-6
dc.date.issued	2017
dc.citation.spage	1719
dc.citation.epage	1732
dc.event.title	29th International Business Information Management Association Conference - Education Excellence and Innovation Management through Vision 2020: From Regional Development Sustainability to Global Economic Growth
dc.event.sdate	2017-05-03
dc.event.edate	2017-05-04
dc.type	conferenceObject
dc.language.iso	en
dc.publisher	International Business Information Management Association, IBIMA
dc.relation.uri	http://ibima.org/accepted-paper/clustering-czech-consumers-according-to-their-spontaneous-awareness-of-foreign-brands/
dc.subject	brand	en
dc.subject	brand awareness	en
dc.subject	cluster	en
dc.subject	cluster members	en
dc.subject	consumers	en
dc.subject	foreign brands	en
dc.subject	respondents	en
dc.description.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.	en
utb.faculty	Faculty of Multimedia Communications
dc.identifier.uri	http://hdl.handle.net/10563/1007528
utb.identifier.obdid	43877317
utb.identifier.scopus	2-s2.0-85029747452
utb.identifier.wok	000410252701046
utb.source	d-scopus
dc.date.accessioned	2017-10-16T14:43:42Z
dc.date.available	2017-10-16T14:43:42Z
utb.contributor.internalauthor	Weberová, Dagmar
utb.fulltext.affiliation	Mgr. Peter Štarchoň, Faculty of Management, Comenius University in Bratislava, Department of Marketing, Slovak Republic, peter.starchon@fm.uniba.sk Dagmar Weberová, Department of Marketing Communications, Faculty of Multimedia Communications, Tomas Bata University in Zlín, Czech Republic, weberova@fmk.utb.cz Lenka Ližbetinová, Department of Tourism and Marketing, Faculty of Corporate Strategy, Institute of Technology and Business, České Budějovice, Czech Republic, lizbetinova@mail.vstecb.cz
utb.fulltext.dates	-
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utb.fulltext.sponsorship	-
utb.scopus.affiliation	Faculty of Management, Comenius University in Bratislava, Department of Marketing, Slovakia; Department of Marketing Communications, Faculty of Multimedia Communications, Tomas Bata University in Zlín, Czech Republic; Department of Tourism and Marketing, Faculty of Corporate Strategy, Institute of Technology and Business, České Budějovice, Czech Republic
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