Perception of outdoor brands in business
Perception of outdoor brands in business
Author(s): Pavel Mráček, František MilichovskýSubject(s): Cognitive Psychology, Social differentiation, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Brand; Business; Czech Republic; Mini focus group; Perception;
Summary/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 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.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 165-171
- Page Count: 7
- Language: English