Publication detail

Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market

MILICHOVSKÝ, F. MRÁČEK, P. MUCHA, M.

Original Title

Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market

English Title

Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market

Type

conference paper

Language

en

Original Abstract

Nowadays, customers worldwide are not satisfied only by the value of the product for their needs, because they want to get much higher quality, excellent brand and of course story behind the product. According to an adequate story, many companies realize more businesses than ever. This situation is quite specific in the sector of outdoor clothes, where operate various companies, which have small wild nature to use the full potential of outdoor clothes. The knowledge of these companies prepares an environment for suitable business. The purpose of this paper is to find out a specific condition of the choice of an outdoor company according to the marketing communication campaigns, by which these producers promote your own products. For the purpose of the paper and to get target information there was a focus group in mini form. In these mini-focus groups, 49 persons participated in twelve separated groups, where they give own opinions on the given topic and the others evaluated their answers. From these mini focus groups, we got results, which are connected to brand knowledge of the outdoor clothes in global market from both sides of producers and sellers. Each customer in global market chose products of outdoor clothes, which could be added as the brand from Alpine, Scandinavian or countries with extreme nature, and they consider these products as products with higher quality in comparison with brands from other countries.

English abstract

Nowadays, customers worldwide are not satisfied only by the value of the product for their needs, because they want to get much higher quality, excellent brand and of course story behind the product. According to an adequate story, many companies realize more businesses than ever. This situation is quite specific in the sector of outdoor clothes, where operate various companies, which have small wild nature to use the full potential of outdoor clothes. The knowledge of these companies prepares an environment for suitable business. The purpose of this paper is to find out a specific condition of the choice of an outdoor company according to the marketing communication campaigns, by which these producers promote your own products. For the purpose of the paper and to get target information there was a focus group in mini form. In these mini-focus groups, 49 persons participated in twelve separated groups, where they give own opinions on the given topic and the others evaluated their answers. From these mini focus groups, we got results, which are connected to brand knowledge of the outdoor clothes in global market from both sides of producers and sellers. Each customer in global market chose products of outdoor clothes, which could be added as the brand from Alpine, Scandinavian or countries with extreme nature, and they consider these products as products with higher quality in comparison with brands from other countries.

Keywords

global brand, marketing communication, outdoor clothes

Released

21.12.2018

Publisher

ZU – UNIVERSITY OF ZILINA

Location

Rajecké Teplice, SK

ISBN

978-80-8154-249-7

Book

Globalization and Its Socio-Economic Consequences

Edition number

1

Pages from

738

Pages to

745

Pages count

8

BibTex


@inproceedings{BUT151928,
  author="František {Milichovský} and Pavel {Mráček} and Martin {Mucha}",
  title="Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market",
  annote="Nowadays, customers worldwide are not satisfied only by the value of the product
for their needs, because they want to get much higher quality, excellent brand and of course
story behind the product. According to an adequate story, many companies realize more businesses than ever. This situation is quite specific in the sector of outdoor clothes, where operate various companies, which have small wild nature to use the full potential of outdoor clothes. The knowledge of these companies prepares an environment for suitable business. The purpose of this paper is to find out a specific condition of the choice of an outdoor company according to the marketing communication campaigns, by which these producers promote your own products. For the purpose of the paper and to get target information there was a focus group in mini form. In these mini-focus groups, 49 persons participated in twelve separated groups, where they give own opinions on the given topic and the others evaluated their answers. From these mini focus groups, we got results, which are connected to brand knowledge of the outdoor clothes in global market from both sides of producers and sellers. Each customer in global market chose products of outdoor clothes, which could be added as the brand from Alpine, Scandinavian or countries with extreme nature, and they consider these products as products with higher quality in comparison with brands from other countries.",
  address="ZU – UNIVERSITY OF ZILINA",
  booktitle="Globalization and Its Socio-Economic Consequences",
  chapter="151928",
  howpublished="online",
  institution="ZU – UNIVERSITY OF ZILINA",
  year="2018",
  month="december",
  pages="738--745",
  publisher="ZU – UNIVERSITY OF ZILINA",
  type="conference paper"
}