Spontaneous brand awareness and consumer attitudes to brands in the Czech Republic and Slovakia

Štarchoň, Peter; Weberová, Dagmar

dc.title	Spontaneous brand awareness and consumer attitudes to brands in the Czech Republic and Slovakia	en
dc.contributor.author	Štarchoň, Peter
dc.contributor.author	Weberová, Dagmar
dc.relation.ispartof	Strategic Innovative Marketing
dc.identifier.issn	2198-7246 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.issn	2198-7254 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn	978-3-030-16098-2
dc.date.issued	2019
dc.citation.spage	151
dc.citation.epage	158
dc.event.title	6th International Conference on Strategic Innovative Marketing, IC-SIM 2017
dc.event.location	Pafos
utb.event.state-en	Cyprus
utb.event.state-cs	Kypr
dc.event.sdate	2017-09-06
dc.event.edate	2017-09-09
dc.type	conferenceObject
dc.language.iso	en
dc.publisher	Springer
dc.identifier.doi	10.1007/978-3-030-16099-9_20
dc.relation.uri	https://link.springer.com/chapter/10.1007/978-3-030-16099-9_20
dc.subject	brand	en
dc.subject	brand awareness	en
dc.subject	brand perception	en
dc.subject	consumer	en
dc.subject	consumer attitudes	en
dc.subject	marketing	en
dc.description.abstract	This article deals with the perception of domestic brands by consumers in the Czech Republic and Slovakia. It aims to present the results of research focused on the attitude towards domestic brands and their spontaneous awareness in the environment of the Czech Republic. These results are compared with a similar research conducted by the Faculty of Management, Comenius University in Bratislava, Slovakia. The survey sample in the Czech Republic was made up of 1028 respondents and 1022 in Slovakia. The issue of brand building is currently intensively addressed by the professional public as well as by companies. A successful brand is a strategic asset for any business. Considering this fact, this article also provides useful information on the real attitude of the consumer public towards domestic brands. © 2019, Springer Nature Switzerland AG.	en
utb.faculty	Faculty of Multimedia Communications
dc.identifier.uri	http://hdl.handle.net/10563/1010904
utb.identifier.obdid	43883643
utb.identifier.scopus	2-s2.0-85091812496
utb.source	d-scopus
dc.date.accessioned	2022-03-23T10:36:05Z
dc.date.available	2022-03-23T10:36:05Z
utb.ou	Department of Marketing Communications
utb.contributor.internalauthor	Weberová, Dagmar
utb.fulltext.affiliation	Peter Štarchoň and Dagmar Weberová P. Štarchoň (✉) Faculty of Management, Department of Marketing, Comenius University, Bratislava, Slovakia e-mail: peter.starchon@fm.uniba.sk D. Weberová Faculty of Multimedia Communications, Department of Marketing Communications, Tomas Bata University, Zlín, Czech Republic e-mail: weberova@utb.cz
utb.fulltext.dates	-
utb.fulltext.references	1. Aaker, D.A.: Managing Brand Equity: Capitalizing on the Value of Brand Name. The Free Press, New York, NY (1991) 2. Aaker, D.A., McLoughlin, D.: Strategic Market Management: Global Perspectives. Wiley (2010). ISBN 978-0-470-68975-2 3. Czech Statistical Office: Socio-demographic data (2014). Available from: https://www.czso.cz/ 4. IBM Corporation: IBM SPSS statistics text analysis (data analysis software system) (2015). Available from: http://www-01.ibm.com/software/analytics/spss/products/statistics/ 5. Keller,K.L.: Conceptualizing, measuring, andmanaging customer-based brand equity. J.Mark. 57(1), 1–22 (1993) 6. Keller, K.L.: Strategic Brand Management: Building, Measuring, andManaging Brand Equity, 2nd edn. Prentice Hall, Upper Saddle River, NJ (2003) 7. Ližbetinová, L.,Weberová, D.: Consumer attitudes towards brands in relation to price. In: The 27th IBIMA Conference, Italy, pp. 1850–1859 (2016) 8. Nadányiová, M.: The quality mark SK and its impact on the shopping behavior of Slovak consumers. Procedia Econ. Financ. 23(2015), 1509–1514 (2015) 9. Pouromid, B., Iranzadeh, S.: The evaluation of the factors affects on the brand equity of Pars Khazar household appliances based on the vision of female consumer.Middle East J. Sci. Res. 12(8), 1050–1055 (2012) 10. Roth, K.P., Diamantopoulos, A., Montesinos, A.: Home country image, country brand equity and consumers’ product preferences: an empirical study. Manage. Int. Rev. 48(5), 577–602 (2008) 11. Slovak Statistical Office: Socio-demographic data (2014). Available from: https://www.ssu.sk/ 12. Smolková, E., Štarchoň, P.: Country-of-origin brand within the Slovak consumers’ preferences. In:Marketing Management, business and social aspects of business.Kosice Faculty of Business Economics in Kosice, pp. 416–426 (2013) 13. Smolková, E., et al.: Brands and Slovak Customers, 1st edn. Comenius University in Bratislava, Bratislava (2013) 14. Štarchoň, P., Juříková, M., Jurášková, O., Weberová, D., Kocourek, J., Ližbetinová, L., Vilčeková, L., Kovářová, K.: Brands and the Czech Customer (Značky a český zákazník), 1st edn, p. 104. VeRBum, Zlín (2015) 15. Vilčeková, L.: Spontánna znalosť značiek a postoje slovenských spotrebiteľov k značkám (Brand recall and attitudes toward brands of Slovak consumers). EMI 6(1), 25–33 (2014) 16. Weberová, D., Ližbetinová, L.: Managing attitudes of consumers towards brands and quality. In: The 27th IBIMA Conference, Italy, pp. 2147–2154 (2016)
utb.fulltext.sponsorship	-
utb.scopus.affiliation	Faculty of Management, Department of Marketing, Comenius University, Bratislava, Slovakia; Faculty of Multimedia Communications, Department of Marketing Communications, Tomas Bata University, Zlín, Czech Republic
utb.fulltext.projects	-
utb.fulltext.faculty	Faculty of Multimedia Communications
utb.fulltext.ou	Department of Marketing Communications