Publication detail

Perception of outdoor brands in business

MRÁČEK, P. MILICHOVSKÝ, F.

Original Title

Perception of outdoor brands in business

English Title

Perception of outdoor brands in business

Type

conference paper

Language

en

Original Abstract

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 indings 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.

English abstract

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 indings 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.

Keywords

Brand. Business. Czech Republic. Mini focus group. Perception.

Released

08.11.2017

Location

Smolenice, SK

ISBN

978-80-8105-918-6

Book

MARKETING IDENTITY Online rules – part II.

Pages from

165

Pages to

171

Pages count

7

BibTex


@inproceedings{BUT146874,
  author="Pavel {Mráček} and František {Milichovský}",
  title="Perception of outdoor brands in business",
  annote="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 indings 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.",
  booktitle="MARKETING IDENTITY Online rules – part II.",
  chapter="146874",
  howpublished="print",
  year="2017",
  month="november",
  pages="165--171",
  type="conference paper"
}