Online Sales of Regional Brands

Ondřej Mikšík and Halina Starzyczná ()
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Ondřej Mikšík: School of Business Administration in Karviná, Silesian University in Opava
Halina Starzyczná: School of Business Administration in Karviná, Silesian University in Opava

Chapter Chapter 4 in Customer Behaviour in eCommerce, 2023, pp 79-106 from Springer

Abstract: Abstract The aim of the chapter is to evaluate the results of qualitative research conducted among regional e-commerce firms. The chapter begins by characterizing the current state of knowledge, which focuses on regional branding in the Czech Republic using the VOSviewer and historical methods. Concepts from the literature sources dealing with branding and regional branding are visualized, and then authors who deal with branding and regional branding are visualized. The empirical section describes the methodology of the primary qualitative research concerning the object and subject of the research and the respondent sample. The research questions have been formulated. In the evaluation of the content analysis, it was found that the e-shop and its implementation have a positive effect for regional companies. Regional firms are introducing e-shopping because of business growth and development, interest in increasing sales and also in response to the circumstances surrounding the COVID-19 pandemic. In terms of loyalty, this is perceived as positive and important by managers of regional firms, but half of them do not evaluate repeat purchases and more than half of the respondents do not conduct satisfaction surveys. This is, therefore, an area on which regional firms could work more.

Keywords: Brand; Regional brands; Regional products; e-Commerce (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-031-23574-0_4

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DOI: 10.1007/978-3-031-23574-0_4

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