STOKLASA, Michal a Kateřina MATUŠÍNSKÁ. Consumer Perception of Regional Brands in Czechia in 2021. Scientific Papers of the University of Pardubice - Series D. roč. 30, č. 1, s. 1-12. ISSN 1804-8048. doi:10.46585/sp30011359. 2022.
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Základní údaje
Originální název Consumer Perception of Regional Brands in Czechia in 2021
Autoři STOKLASA, Michal (203 Česká republika, garant, domácí) a Kateřina MATUŠÍNSKÁ (203 Česká republika, domácí).
Vydání Scientific Papers of the University of Pardubice - Series D, 2022, 1804-8048.
Další údaje
Originální jazyk angličtina
Typ výsledku Článek v odborném periodiku
Obor 50204 Business and management
Stát vydavatele Česká republika
Utajení není předmětem státního či obchodního tajemství
WWW Odkaz na článek
Kód RIV RIV/47813059:19520/22:A0000306
Organizační jednotka Obchodně podnikatelská fakulta v Karviné
Doi http://dx.doi.org/10.46585/sp30011359
Klíčová slova anglicky Consumer Behaviour; Regional Brand; Regional Brand Characteristics; Brand Model; Brand Awareness; Customer Characteristics
Změnil Změnil: Ing. Michal Stoklasa, Ph.D., učo 20807. Změněno: 28. 11. 2022 08:53.
Anotace
The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to lockdowns. This poses a question whether regional brands are even relevant for consumers and companies in 2021? The aim of the article is thus to find out what the consumer regional brand awareness is, what are perceived regional brand characteristics/benefits, and what are regional brand customers characteristics. The sample used is 1050 respondents from the Czech Republic, gathered by Ipsos. The method used is online survey. The results are compared, where available, with results from 2014 and 2018 to illustrate the trends. Three research questions were formulated based on the three parts of article aim. Main findings include: the regional brand awareness is rising over the researched period to 73 % prompted awareness; main characteristics include region support, traditional production, high quality, and uniqueness; most favourable customer segments are age groups 46-55 and 56-65, with secondary and tertiary education, and income of 30 000 CZK and more.
VytisknoutZobrazeno: 28. 3. 2024 21:07