Naked Consumer's Mind Under Branded Dress: Case Study of Slovak Republic

Jana Kliestikova, Pavol Durana and Maria Kovacova

Central European Business Review, 2019, vol. 2019, issue 1, 15-32

Abstract: The reality of the market has shown that traditional brand management theory lacks success. There is a need to provide a revision to this theory with an emphasis on behavioral approach. In contemporary times, the theory has been limited mainly in this criterion and to avoid from the exact identification of specific brand value sources in conditions of particular nations. Therefore, the aim of this paper is to identify relevant brand value sources which are significant for Slovak socio-cultural profile and to propose an effective innovative model of brand value building and management. The data used in the presented study were obtained by our own survey carried out on the sample of 2000 respondents (citizens of the Slovak Republic older than 15 years). The given data was statistically evaluated by the so-called factor analysis supported by implementation of the KMO Test, Barlett's test of sphericity and calculation of Cronbach's Alpha (for individual brand value sources and their components in general as well as on the example of sportswear brands). The specificities of the national socio-cultural profiles were found to be identical in the priority of the components of the individual, subjectively perceived sources of the brand value. In contrast, the order of importance of brand sources is different and reflects the specificity of the branded product category. Therefore, the specifics of the national socio-cultural profile affect the priority of the components of the individual brand value sources, while the specifics of the product categories affect the priority of the brand value sources itself.

Keywords: behavioral approach; brand; branding; brand value; socio-cultural national profile (search for similar items in EconPapers)
JEL-codes: C13 D46 M31 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://cebr.vse.cz/doi/10.18267/j.cebr.208.html (text/html)
http://cebr.vse.cz/doi/10.18267/j.cebr.208.pdf (application/pdf)
free of charge

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:prg:jnlcbr:v:2019:y:2019:i:1:id:208:p:15-32

Ordering information: This journal article can be ordered from
Faculty of Business Administration, University of Economics, Prague
http://cebr.vse.cz

DOI: 10.18267/j.cebr.208

Access Statistics for this article

Central European Business Review is currently edited by Jindřich Špička

More articles in Central European Business Review from Prague University of Economics and Business Contact information at EDIRC.
Bibliographic data for series maintained by Stanislav Vojir ().