The Benefits of Regional Brand for Companies
This article deals with the benefits of regional brands for companies in the Czech Republic. Research was focused on finding out the expected and actual benefits of regional brands for companies. The data were obtained by questionnaire survey and analysed by IBM SPSS. Representative sample of 204 companies was created. The research analysis disclosed the expected benefits that the regional brand should bring to companies. But the actual benefits are much worse. The statistical testing of hypotheses revealed that the benefits depend on the region of origin, which surprised both us and the regional coordinators.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1092457Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF
 J. Vysekalova, I. Tomek, P. Kotyzova, O. Juraskova and M. Jurikova, Chovanizakaznika. Prague: Grada Publishing, 2011, pp. 78-80.
 D. Luna and S. F. Gupta, An integrative framework for cross-cultural consumer behaviour,in International Marketing Review,18th ed. vol. 1, 2001, pp. 45-69.
 J. Jung and E. Sung, 2008. Consumer-Based Brand Equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea, inJournal of Fashion Marketing and Management,12th ed. vol. 1, 2008, pp. 24-35.
 P. Kotler and K. L. Keller, Marketing management. Prague: Grada Publishing, 2007, pp. 312.
 P. D. Pelsmacker, M. Geuens and J V. Bergh, Marketingovakomunikace. Prague: Grada Publishing, 2003, pp. 74-75.
 K. L. Keller, Strategickerizeniznacky. Prague: Grada Publishing, 2007, pp. 149.
 S. Horner and J. Swarbrooke, 2003. Cestovniruch, ubytovani a stravovani, vyuzitivolnehocasu. Prague: Grada Publishing, 2003, pp. 13-32.
 M, Stoklasa, Vyuzitiregionalnihoznaceniproduktupohledem cross-kulturnihomarketingu – dissertation thesis. Karvina: OPF SU, 2014.
 M. Heskova, Cestovniruch: pro vyssiodborneskoly a vysokeskoly. Prague: Fortuna, 2006, pp. 106.