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The differences in degree of identification with the brands among generations

Veronika Braciníková () and Kateřina Matušínská ()
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Veronika Braciníková: Department of Business Economics and Management, School of Business Administration, Silesian University
Kateřina Matušínská: Department of Business Economics and Management, School of Business Administration, Silesian University

No 55, Working Papers from Silesian University, School of Business Administration

Abstract: Consumers are still faced with more and more offerings of various companies from many channels. Because of increasing competitive the companies have to be constantly trying to differentiate from the others. The brands are the means, which help the companies with dis-tinguishing them. There is no doubt anymore that the brand is important. That is why the companies should be focusing on the building the strong brand, because it collaterally leads consumers to connect products with the quality, emotions, functions, and the design. There-fore, the aim of this paper is to investigate the consumers’ degree of identification with the brand in the relation with the age of consumers, accordingly with the cohort, which they are members of. For achieving this aim the questionnaire as the primary research technique was used. The analysis was based on the number of 840 respondents. The respondents were heavy social network users. The consumers were questioned about their attitudes to brands, their perceptions of the brands and opinions about the degree of importance of the brands in their lives.

Keywords: brands; attitudes; degree of identification; perceptions (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-ipr and nep-mkt
Date: 2018-08-22
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