PERCEPTION OF OUTDOOR BRANDS IN BUSINESS
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
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.
Authors and Affiliations
Pavel Mráček, František Milichovský
Keywords
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