PERCEPTION OF OUTDOOR BRANDS IN BUSINESS

被引：0
|
作者：
Mracek, Pavel [1 ]
Milichovsky, Frantisek [1 ]
机构：
[1] Brno Univ Technol, Fac Business & Management, Kolejni 2906-4, Brno 61200, Czech Republic
来源：
MARKETING IDENTITY: ONLINE RULES, PT II | 2017年
关键词：
Brand; Business; Czech Republic; Mini focus group; Perception;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Industry of outdoor clothes provides high value products. Perception of brand value is specific from point of view of customer's gender. The main objective of the paper is find-out real perception of brand advertisement of outdoor clothes. For the findings there was used mini focus groups, on which participate 49 persons in 12 groups. For the analysis of gained data there was used qualitative research by content analysis. The research brings different perception of used advertisement of outdoor clothes according to specific brand.
引用
收藏
页码：165 / 171
页数：7
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