BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. THE CONNECTIONS BETWEEN BRANDS AND DIFFERENT GENERATIONS. Online. In Proceedings of 11th International Scientific Conference KARVINÁ PH.D. CONFERENCE ON BUSINESS AND ECONOMICS. Karviná: OPF Karviná, 2018, p. 1-7. ISBN 978-80-7510-322-2.
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Basic information
Original name THE CONNECTIONS BETWEEN BRANDS AND DIFFERENT GENERATIONS
Authors BRACINÍKOVÁ, Veronika (703 Slovakia, belonging to the institution) and Kateřina MATUŠÍNSKÁ (203 Czech Republic, belonging to the institution).
Edition Karviná, Proceedings of 11th International Scientific Conference KARVINÁ PH.D. CONFERENCE ON BUSINESS AND ECONOMICS, p. 1-7, 7 pp. 2018.
Publisher OPF Karviná
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/47813059:19520/18:00011193
Organization unit School of Business Administration in Karvina
ISBN 978-80-7510-322-2
Keywords in English Brand; Brand Identification; Consumer; Generations; Marketing Communication.
Changed by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 21/11/2019 15:05.
Abstract
The environment of marketing communication is constantly evolving, over the last few decades it has changed enormously. Technology and the Internet are fundamentally changing the way the world is influenced and communicated. The brands and the communication are the link between the company and the customer because the company distinguishes by communication one brand from another. For decades, the brands have been crucial to building consumer relationships that ensure long-term business success. At a time of great consumer scepticism towards brands, along with a decline in the value of traditional media in branding, consumer branding issues are even more important for brand management. Brand identification for consumers refers to the individual sense of consistency with a particular brand. In spite of growing awareness, there is still much to be learned about the role of identifying consumers with the brand as well as its relationship to consumer behaviour. Therefore, the aim of the paper is to find out, how different generations of consumers apperceive their personal connections and identifications with the brands in the field of Czech market. The questionnaire as the primary research method was used and was distributed in September 2017. 840 respondents were involved to this research. The respondents were heavy social network users and were questioned about their connections between them and the brands.
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