Brand management in the fast food industry: a cultural perspective of the branding strategies of firms, and the behaviour of consumers in the Czech Republic and Ghana =Brand management v průmyslu rychlého občerstvení: kulturní perspetiva brandingových strategií firem a chování spotřebitelů v České republice a Ghaně : doctoral thesis summary

Anotace

Cultural values are important aspects of the self of consumers. As businesses have become more and more global, the cultural differences among consumers play an important role in the development of effective marketing and branding strategies. The main objective of this research is to create a model for cross cultural branding strategy in the fast food industry. Also, the research explores the different branding strategies used by fast food enterprises in the Czech Republic and Ghana. Furthermore, it examines the behaviour of consumers towards fast food brands and outlets in the two countries. In this research, both the qualitative and quantitative methods were adopted and primary and secondary data collection methods were used in gathering information. The finding from this research does not only add to theory, but also, it will help managers to understand the intricacies involved in managing fast food brands in different cultural settings. The managerial implication is that, the competitive ability of a company is directly related to its ability to understand the significant role individual preferences as well as culture plays in consumer decisions making. Thus, for a fast food firm to be successful in consumer markets, they do not have to concentrate only on their internal activities, but also, they must understand and inculcate specific cultural variables into their marketing and branding activities

Zdroj anotace: OKCZ - ANOTACE Z WEBU

Dostupné zdroje

NK Praha

Svaz českých nakladatelů a knihkupců