Detail publikačního výsledku

Perception of outdoor brands in business

MRÁČEK, P.; MILICHOVSKÝ, F.

Originální název

Perception of outdoor brands in business

Anglický název

Perception of outdoor brands in business

Druh

Stať ve sborníku v databázi WoS či Scopus

Originální abstrakt

Industry of outdoor clothes provides high value products. Perception of brand value is specific from point of view of customer’s gender. The main objective of the paper is find-out real perception of brand advertisement of outdoor clothes. For the indings there was used mini focus groups, on which participate 49 persons in 12 groups. For the analysis of gained data there was used qualitative research by content analysis. The research brings different perception of used advertisement of outdoor clothes according to specific brand.

Anglický abstrakt

Industry of outdoor clothes provides high value products. Perception of brand value is specific from point of view of customer’s gender. The main objective of the paper is find-out real perception of brand advertisement of outdoor clothes. For the indings there was used mini focus groups, on which participate 49 persons in 12 groups. For the analysis of gained data there was used qualitative research by content analysis. The research brings different perception of used advertisement of outdoor clothes according to specific brand.

Klíčová slova

Brand. Business. Czech Republic. Mini focus group. Perception.

Klíčová slova v angličtině

Brand. Business. Czech Republic. Mini focus group. Perception.

Autoři

MRÁČEK, P.; MILICHOVSKÝ, F.

Rok RIV

2018

Vydáno

08.11.2017

Místo

Smolenice, SK

ISBN

978-80-8105-918-6

Kniha

MARKETING IDENTITY Online rules – part II.

Strany od

165

Strany do

171

Strany počet

7

BibTex

@inproceedings{BUT146874,
  author="Pavel {Mráček} and František {Milichovský}",
  title="Perception of outdoor brands in business",
  booktitle="MARKETING IDENTITY Online rules – part II.",
  year="2017",
  pages="165--171",
  address="Smolenice, SK",
  isbn="978-80-8105-918-6"
}