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Past and Future Research Trends of Regional Brands with Accent to Technology

Michal Stoklasa () and Eva Pitrunová ()
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Michal Stoklasa: Department of Business Economics and Management, School of Business Administration, Silesian University
Eva Pitrunová: Department of Business Economics and Management, School of Business Administration, Silesian University

No 51, Working Papers from Silesian University, School of Business Administration

Abstract: The main aim of this article is to examine the past and current research trends of regional brands, with great emphasis on the influence of technology, which will allow us to define areas for further research. The main basis for this article are secondary data, meaning other research from prestigious databases, such as Web of Science and SCOPUS, on which authors will try to describe the past and current research trends. Authors also take into account their previous vast research on this topic. There is also a need to find suitable brand model. The technology will be examined from the perspective of the technology acceptance model. This will lead to a discussion about the areas that need to be researched in the future. This article will thus serve as the cornerstone for years-long research programme

Keywords: Regional brand; technology; Aaker`s brand model; Technology acceptance model; product characteristics (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-ipr
Date: 2018-07-30
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