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Clustering Czech consumers according to their spontaneous awareness of foreign brands

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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.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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