Publication detail

Value perception of outdoor brands in the Czech republic

MRÁČEK, P. MILICHOVSKÝ, F.

Original Title

Value perception of outdoor brands in the Czech republic

Type

conference paper

Language

English

Original Abstract

Paper is focused on value, which is perceived by customer in segment of outdoor clothes in Czech Republic. Possibility of increasing perception of brand value by customer is main topic of the paper. According to our findings, this increasing of perceiving value is made by customers’ feedback, usage knowledge of customers and users and connection brand of outdoor clothes with country of origin. The empirical evidence is based on a quantitative data, questionnaire, on which 196 persons participated. For the analysis of gained data there was used correspondence analysis with validation technique based on chi-square nonparametric tests and for transparent representation of the structure of dependence and interpretation is used symmetric correspondence map.

Keywords

Brand, perception, customer value, The Czech Republic, correspond analysis.

Authors

MRÁČEK, P.; MILICHOVSKÝ, F.

Released

8. 11. 2016

Publisher

University of SS. Cyril and Methodius in Trnava

Location

Trnava

ISBN

978-80-8105-841-7

Book

Marketing identity 2016: Brands we love - part II.

Pages from

209

Pages to

218

Pages count

10

URL

http://fmk.sk/download/konferencie/Marketing%20Identity/MARKETING-IDENTITY_BRANDS-WE-LOVE_PART-1.pdf

BibTex

@inproceedings{BUT131921,
  author="Pavel {Mráček} and František {Milichovský}",
  title="Value perception of outdoor brands in the Czech republic",
  booktitle="Marketing identity 2016: Brands we love - part II.",
  year="2016",
  pages="209--218",
  publisher="University of SS. Cyril and Methodius in Trnava",
  address="Trnava",
  isbn="978-80-8105-841-7",
  url="http://fmk.sk/download/konferencie/Marketing%20Identity/MARKETING-IDENTITY_BRANDS-WE-LOVE_PART-1.pdf"
}