Spontaneous Brand Awareness and Consumer Attitudes to Brands in the Czech Republic and Slovakia

Peter Štarchoň () and Dagmar Weberová ()
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Peter Štarchoň: Comenius University
Dagmar Weberová: Tomas Bata University

A chapter in Strategic Innovative Marketing, 2019, pp 151-158 from Springer

Abstract: Abstract This article deals with the perception of domestic brands by consumers in the Czech Republic and Slovakia. It aims to present the results of research focused on the attitude towards domestic brands and their spontaneous awareness in the environment of the Czech Republic. These results are compared with a similar research conducted by the Faculty of Management, Comenius University in Bratislava, Slovakia. The survey sample in the Czech Republic was made up of 1028 respondents and 1022 in Slovakia. The issue of brand building is currently intensively addressed by the professional public as well as by companies. A successful brand is a strategic asset for any business. Considering this fact, this article also provides useful information on the real attitude of the consumer public towards domestic brands.

Keywords: Brand; Brand awareness; Brand perception; Consumer; Marketing; Consumer attitudes (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-16099-9_20

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DOI: 10.1007/978-3-030-16099-9_20

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