VALUE PERCEPTION OF OUTDOOR BRANDS IN THE CZECH REPUBLIC
VALUE PERCEPTION OF OUTDOOR BRANDS IN THE CZECH REPUBLIC
Author(s): Pavel Mráček, František MilichovskýSubject(s): Social Sciences, Media studies, Marketing / Advertising, Human Resources in Economy, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; correspond analysis; customer value; perception; The Czech Republic;
Summary/Abstract: Paper is focused on value, which is perceived by customer in segment of outdoor clothes in Czech Republic. Possibility of increasing perception of brand value by customer is main topic of the paper. According to our findings, this increasing of perceiving value is made by customers’ feedback, usage knowledge of customers and users and connection brand of outdoor clothes with country of origin. The empirical evidence is based on a quantitative data, questionnaire, on which 196 persons participated. For the analysis of gained data there was used correspondence analysis with validation technique based on chi-square nonparametric tests and for transparent representation of the structure of dependence and interpretation is used symmetric correspondence map.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 209-218
- Page Count: 10
- Language: English
