Ivan Polak

Hard Rock Brand Perception

Perception of the Hard Rock Brand by Czech University Students

• Broschiertes Buch

Produktbeschreibung

The international legend of Hard Rock Cafe has celebrated the second anniversary of its restaurant in Prague. While it is a popular venue for many tourists and some local guests, many citizens of the city lack clear information about the brand and confuse it with other rock clubs in the city. Therefore, this study tries to understand the perception of the Hard Rock brand among potential local guests and discover what barriers exist that prevent them from visiting the restaurant. The studied segment is represented by Czech university students, who are seen as a group of potential customers in long term. Analysis of qualitative and quantitative phases of brand research and their implications on formulated hypotheses lead to conclusions regarding perception of Hard Rock brand. These are further analyzed to offer a number of recommendations for future marketing communication activities. This publication should be interesting to professionals in the field of international marketing, as the research reveals how localization of marketing communication is essential to successful business growth in a different cultural environment.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Aufl.
• Seitenzahl: 128
• Erscheinungstermin: 26. Oktober 2011
• Englisch
• Abmessung: 220mm x 150mm x 8mm
• Gewicht: 209g
• ISBN-13: 9783845437316
• ISBN-10: 3845437316
• Artikelnr.: 34430241

Autorenporträt

Ivan Polak gained his Bachelor¿s degree in International Trade at the University of Economics in Prague, Czech Republic. He pursued his Master¿s studies in the field of International Management at the same university, within the global alliance CEMS. This work is influenced by the author¿s focus on marketing during the studies.