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International Conference on Strategic Innovative Marketing

IC-SIM 2017: Strategic Innovative Marketing pp 151–158Cite as

Spontaneous Brand Awareness and Consumer Attitudes to Brands in the Czech Republic and Slovakia

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Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

This article deals with the perception of domestic brands by consumers in the Czech Republic and Slovakia. It aims to present the results of research focused on the attitude towards domestic brands and their spontaneous awareness in the environment of the Czech Republic. These results are compared with a similar research conducted by the Faculty of Management, Comenius University in Bratislava, Slovakia. The survey sample in the Czech Republic was made up of 1028 respondents and 1022 in Slovakia. The issue of brand building is currently intensively addressed by the professional public as well as by companies. A successful brand is a strategic asset for any business. Considering this fact, this article also provides useful information on the real attitude of the consumer public towards domestic brands.

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Author information

Authors and Affiliations

  1. Faculty of Management, Department of Marketing, Comenius University, Bratislava, Slovakia

    Peter Štarchoň

  2. Faculty of Multimedia Communications, Department of Marketing Communications, Tomas Bata University, Zlín, Czech Republic

    Dagmar Weberová

Authors
  1. Peter Štarchoň
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  2. Dagmar Weberová
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Corresponding author

Correspondence to Peter Štarchoň .

Editor information

Editors and Affiliations

  1. Faculty of Economics, Management and Informatics, University of Peloponnese, Tripoli, Greece

    Damianos P. Sakas

  2. Faculty of Economics, Management and Informatics, University of Peloponnese, Tripoli, Greece

    Dimitrios K. Nasiopoulos

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Štarchoň, P., Weberová, D. (2019). Spontaneous Brand Awareness and Consumer Attitudes to Brands in the Czech Republic and Slovakia. In: Sakas, D., Nasiopoulos, D. (eds) Strategic Innovative Marketing. IC-SIM 2017. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-16099-9_20

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