Detail publikačního výsledku

Value perception of outdoor brands in the Czech republic

MRÁČEK, P.; MILICHOVSKÝ, F.

Originální název

Value perception of outdoor brands in the Czech republic

Anglický název

Value perception of outdoor brands in the Czech republic

Druh

Stať ve sborníku v databázi WoS či Scopus

Originální abstrakt

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.

Anglický abstrakt

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.

Klíčová slova

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

Klíčová slova v angličtině

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

Autoři

MRÁČEK, P.; MILICHOVSKÝ, F.

Rok RIV

2018

Vydáno

08.11.2016

Nakladatel

University of SS. Cyril and Methodius in Trnava

Místo

Trnava

ISBN

978-80-8105-841-7

Kniha

Marketing identity 2016: Brands we love - part II.

Strany od

209

Strany do

218

Strany počet

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"
}