M31 - MarketingReturn

The purpose of this study is to examine how brand equity, from a customer point of view, influences quick-service restaurant revisit intention. The authors propose a conceptual framework in which three dimensions of brand equity including brand associations combined with brand awareness, perceived quality, brand loyalty and perceived value are related to revisit intention. Data from 570 customers who had visited four quick-service restaurants in Ho Chi Minh City were used for the structural equation modelling (SEM) analysis. The results show that strong brand equity is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit intention was mediated by perceived value, among others. Overall, this study emphasizes the importance of perceived value in lodging in the customer's mind. Finally, managerial implications are presented based on the study results.

At present, enterprises are forced to serve their customers as quickly as possible if they want to succeed on turbulent global markets. Enterprises are looking for regions with high-quality infrastructure where they can establish new logistics centres that enable enterprises to serve their customers quickly. This paper focuses on the segmentation of the European Union market for enterprises that are willing to set up logistics centres in order to be able to distribute products fluently and more quickly to their customers in Europe. An agglomerative hierarchical clustering algorithm was used and Ward's criterion applied for the purposes of market segmentation. A Logistic Performance Index and the indicator Dealing with Construction Permits were used as two relevant dimensions reflecting the market attractiveness of identified clusters. Based on the given statistical output, fundamental marketing concepts were formulated for each cluster composed of EU countries with similar characteristics.

The paper deals with consumer attitudes and perceptions of working life on the Czech labour market and analyses possibilities of the Czech labour market segmentation. The research is based on an analysis of data MML-TGI provided by Median agency. This data source is highly accepted in targeted marketing. In the first part the research focuses on the satisfaction of Czech people with their jobs and salary and identification of prevailing attitudes to work and employer loyalty. The next section identifies segments of the Czech labour market according to the perceived importance of selected aspects of working life. These segments are further characterized. The research results provide a new perspective on issues of employee recruitment, motivation and retention, which may be the real base for the application of HR marketing in its complexity in organizations operating on the Czech labour market.

The article deals with the effectiveness of current regulation and self-regulation of food advertising targeted to children. The objective of the article is to examine the degree of functionality and efficiency of the current status to ensure meaningful regulation on food advertising aimed at children in the Czech Republic as one of the possible causes of rising obesity and overweight. To better understand the relations between all the institutions involved in regulatory and self-regulatory process in the Czech Republic, we have developed model of these relations. We also studied the impact of European institutions that influence the Czech model. In conclusion, we propose changes that could in the short term contribute to the effectiveness of the current system.

The paper deals with building customer loyalty through loyalty programmes in online stores (e-shops) and makes a comparison with standard retail chains. The first part is based on a survey of customer attitudes towards loyalty programmes in the online environment and a survey of customer attitudes towards loyalty programmes in retail chains. Research findings for the two specific environments are compared with e-shop operators' and owners' viewpoint of loyalty programmes. Presented findings indicate the direction in which the loyalty programmes should be built. A successful loyalty programme must be sufficiently attractive for customers. The survey reveals that easily obtained benefits and remuneration thematically bound to the purchased item make customers more satisfied, which can be transformed into loyalty. Retailers do not necessarily have to insist on long-term collection of points. Sophisticated types of fast-moving remuneration can bring the desired objectives as well.

Innovation management in logistics as a systematic controlled process for continuous increase in the quality of individual parts and global logistics involves tools for gaining and retaining a unique competitive advantage. The business environment achieves innovation by concentrating on planning strategies, marketing, production and quality of the environment, logistics, company management and human resources. The main objective of the article is to offer a theoretical view combined with practical aspects of management of innovation processes as the crucial determinant for gaining competitive advantages for the company, region, state and the European Union as well. The authors outline the importance of innovation of logistics activities in a company, especially in connection with the economic crisis. They identify the current trends in corporate logistics. Implementing innovation management in logistics leads to increased quality of a company's logistics operations with a secondary impact on the performance of the respective sector and national economy.

This paper analyzes the theoretical concept of country of origin as a brand and its influence on brand image of products originating from a particular country. It reviews the role of the media in establishing the perception of country of origin in general and its potential use as a tool contributing to the achievement of the target image of a country. Primary research concentrated on monitoring of influential international media (the global impact media BBC and CNN and 19 Russian media were analyzed) with the aim to identify factors that influenced the media perception of the Czech Republic in the years 2010 and 2011. The main factor that influenced the media perception of the Czech Republic was culture (including sports) followed by politics across all the media analyzed. Culture had a mainly positive impact, while politics a rather negative one. Cross-cultural differences in the media coverage were also identified and analyzed. The media audit conducted showed that the majority of the publicity was either neutral or slightly positive.

The paper deals with quality management in the sector of Tourist Information Centres (TIC) in the Czech Republic and the development of the quality management systems in the sector as part of the national quality management system in tourism. Since the TICs perform a prominent role in destination marketing management, the quality of their services seems to be of high importance. To set the particular quality criteria and to include the TIC segment in the national quality management system, an analysis and extensive research among visitors to TICs, employees and founders of TICs in the Czech Republic has been accomplished. Another analysis focused on twelve selected national quality management systems abroad using secondary research and on-line interviews with selected specialists on TIC quality. The analysis abroad comprised personal consultations with TIC specialists in England. The observed results implied the conclusion to use the SERVQUAL model and to integrate quality management systems in TICs into the national system based on the principles of the three-level Swiss quality management system.

As part of health-oriented tourism, spa tourism has dynamically evolved in the past 10 years. The research focuses on current and future consumer behavior of Czech clients - both insured and self-paying ones - and also analyzes the potential new segment of the population that has not used spa services yet. As for quantitative research methods, we used a combination of personal interviews and online questionnaire data collection. The research includes all regions of the Czech Republic with spa resorts. We also used the quota sampling method for determination of the share of the main segments of respondents. The whole research includes answers of 1,016 respondents. The research proved a high potential for spa visits in all studied segments and identified their inclination to consume, particularly in relation to the age and family income. The conclusion of the research was sent to spa tourism practitioners and experts.

This article deals with some aspects of the marketing research market in practice. It presents the results of a primary research project conducted. The research project had three hypotheses (H1: Czech companies understand the significance and possibilities of marketing research and use it more than before; H2: Companies' requirements regarding quality of conducting of marketing research have been growing; H3: The share of international marketing research projects has been growing compared to national marketing research projects). All the hypotheses were confirmed. Detailed results are described in this article.

Positioning is an important tool of marketing strategic planning and of a brand building process. Brand positioning development incorporates analyses and definition of four major elements - target consumer (target group), consumer benefit, brand image and competitive frame of reference. All elements of positioning are interconnected and all of them are influenced by selection of target consumer. The article is concentrated on major steps of identification of the target consumer as a part of brand positioning strategy development. It demonstrates application of the theoretical attitude of segmentation on practical example of Bosch home appliances brand. Summary contains comparison of theory and practical case of segmentation and targeting process as a part of brand positioning development.

Changes in international business environment in the beginning of 90ties had influenced marketing strategies of many companies. The main objective of the article is to analyze actual trends and their influence on international business activities. The analysis of the main types of international business strategies is made in the introductory part. The process of the segmentation, targeting and positioning is following. International brand management, the third part of the article, focus on explanation of functions of brands, brand equity and steps in decision making process. The article is concluded by the problematic of E-Business and information sources for Czech export companies.