Detail publikace

Perception of outdoor brands in business

MRÁČEK, P. MILICHOVSKÝ, F.

Originální název

Perception of outdoor brands in business

Anglický název

Perception of outdoor brands in business

Jazyk

en

Originální abstrakt

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.

Anglický abstrakt

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.

Dokumenty

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"
}