dc.contributor	Vávrová Jitka, Ing. Ph.D. : 67976
dc.contributor.advisor	Dědková Jaroslava, doc. PhDr. Ing. Ph.D. : 54802
dc.contributor.author	Navarro, Krizzia Mae
dc.date.accessioned	2021-12-23T06:51:44Z
dc.date.available	2021-12-23T06:51:44Z
dc.date.committed	2022-8-31
dc.date.defense	2021-09-06
dc.date.issued	2021-09-06
dc.date.submitted	2020-11-1
dc.date.updated	2021-10-14
dc.degree.level	Ing.
dc.description.abstract	The problem of counterfeiting is a continually growing global concern for businesses, especially with the prevalence of international trade and emergence of manufacturing technologies. This is particularly true for multinational businesses with highly recognized brands, especially in the fashion retail industry, which counterfeiters imitate into lower-cost, lower-quality products available for public consumption. Due to the rise in demand in the market and relatively cheaper labour and resources in the region, Southeast Asia has grown into both a rising consumer base for branded products and a growing hotbed for counterfeit branded products. As such, businesses are advised to adapt the strength of their brands, quantified with the marketing concept of Consumer-Based Brand Equity (CBBE), to appeal to the decision of potential customers whether to buy authentic products of those brands.Consumer-Based Brand Equity is seen from the perspective of the consumer: how they view the brand and its associated products, and the attributes of the product appealing to them the most from the associations made from the brand. In the context of the Philippines, a Southeast Asian market of interest, and the branded athletic footwear industry in that country, this study aims to investigate the connection between the equity of a brand and the probability of a consumer to buy an inauthentic product bearing that brand. The methods of independence testing and choice-based conjoint analysis are used to assess the present and future choices of buyers of branded athletic footwear in the Philippines. It is then found that the average Filipino buyer does put the quality of the branded athletic footwear product into top consideration, but must still meet an affordable price level, otherwise, there is still a considerable chance for them to buy an imitation product instead. Thus, branded footwear manufacturers are recommended to take note of this balance between quality and price.	cs
dc.description.abstract	The problem of counterfeiting is a continually growing global concern for businesses, especially with the prevalence of international trade and emergence of manufacturing technologies. This is particularly true for multinational businesses with highly recognized brands, especially in the fashion retail industry, which counterfeiters imitate into lower-cost, lower-quality products available for public consumption. Due to the rise in demand in the market and relatively cheaper labour and resources in the region, Southeast Asia has grown into both a rising consumer base for branded products and a growing hotbed for counterfeit branded products. As such, businesses are advised to adapt the strength of their brands, quantified with the marketing concept of Consumer-Based Brand Equity (CBBE), to appeal to the decision of potential customers whether to buy authentic products of those brands.Consumer-Based Brand Equity is seen from the perspective of the consumer: how they view the brand and its associated products, and the attributes of the product appealing to them the most from the associations made from the brand. In the context of the Philippines, a Southeast Asian market of interest, and the branded athletic footwear industry in that country, this study aims to investigate the connection between the equity of a brand and the probability of a consumer to buy an inauthentic product bearing that brand. The methods of independence testing and choice-based conjoint analysis are used to assess the present and future choices of buyers of branded athletic footwear in the Philippines. It is then found that the average Filipino buyer does put the quality of the branded athletic footwear product into top consideration, but must still meet an affordable price level, otherwise, there is still a considerable chance for them to buy an imitation product instead. Thus, branded footwear manufacturers are recommended to take note of this balance between quality and price.	en
dc.description.mark
dc.format	96 p.
dc.format.extent	Appendix A - Survey Questionnaire ROM with Survey Data and Excel Tables
dc.identifier.signature	V 202103499
dc.identifier.uri	https://dspace.tul.cz/handle/15240/161178
dc.language.iso	an
dc.relation.isbasedon	parLEE, A., YANG, J., MIZERSKI, R. a LAMBERT C. 2015. The Strategy of Global Branding and Brand Equity. Abingdon-on-Thames: Routledge. ISBN 978-13-175-2522-6.par parZAREEN, A., 2019. Customer Life Time Value. Indie: Scholars World. ISBN 978-93-881-7359-9.par parFAIRCLOTH, J. B., CAPELLA, L. M., ALFORD, B. L. 2015. The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice, 9(3): 61-75. ISSN 1069-6679par parFAYRENE, C. Y. L., LEE, G. C. 2011. Customer-Based Brand Equity: A literature review. Journal of Arts Science & Commerce, 2(1): 33-42. ISSN 2231-4172.par parCIFCI, S., EKINCI, Y., WHYATT, G., JAPUTRA, A., MOLINILLO, S. and H. SIALA. 2016. A cross validation of Customer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, 19(9): 3740-3747. ISSN 0148-2963.~par parPROQUEST. 2020 Databáze článků ProQuest [online]. Ann Arbor, MI, USA: ProQuest. Dostupné z~http://knihovna.tul.czpar partpTutor:tp Runer Shiloh Salongapar
dc.rights	Vysokoškolská závěrečná práce je autorské dílo chráněné dle zákona č. 121/2000 Sb., autorský zákon, ve znění pozdějších předpisů. Je možné pořizovat z něj na své náklady a pro svoji osobní potřebu výpisy, opisy a rozmnoženiny. Jeho využití musí být v souladu s autorským zákonem https://www.mkcr.cz/assets/autorske-pravo/01-3982006.pdf a citační etikou https://knihovna.tul.cz/document/26	cs
dc.rights	A university thesis is a work protected by the Copyright Act. Extracts, copies and transcripts of the thesis are allowed for personal use only and at one?s own expense. The use of thesis should be in compliance with the Copyright Act. https://www.mkcr.cz/assets/autorske-pravo/01-3982006.pdf and the citation ethics https://knihovna.tul.cz/document/26	en
dc.rights.uri	https://knihovna.tul.cz/document/26
dc.rights.uri	https://www.mkcr.cz/assets/autorske-pravo/01-3982006.pdf
dc.subject	consumer-based brand equity	cs
dc.subject	branding	cs
dc.subject	counterfeiting	cs
dc.subject	marketing research	cs
dc.subject	conjoint analysis	cs
dc.subject	footwear market	cs
dc.subject	Southeast Asia	cs
dc.subject	consumer-based brand equity	en
dc.subject	branding	en
dc.subject	counterfeiting	en
dc.subject	marketing research	en
dc.subject	conjoint analysis	en
dc.subject	footwear market	en
dc.subject	Southeast Asia	en
dc.title	Consumer-Based Brand Equity and Purchase Intention towards Counterfeit Goods	cs
dc.title	Consumer-Based Brand Equity and Purchase Intention towards Counterfeit Goods	en
dc.title.alternative	A Study of the Non-Original Branded Athletic Footwear Market in the Philippines	cs
dc.type	diplomová práce	cs
local.degree.abbreviation	Navazující
local.degree.discipline	MBP
local.degree.programme	Business Administration
local.degree.programmeabbreviation	N0413A050008
local.department.abbreviation	KMG
local.faculty	Ekonomická fakulta	cs
local.faculty.abbreviation	FE
local.identifier.author	E19000496
local.identifier.stag	42414
local.identifier.verbis
local.identifier.verbis	e64b3f3e-3e87-44b8-8cf0-5d0757b980c0
local.note.administrators	automat
local.note.secrecy	Povoleno ZverejnitPraci Povoleno ZverejnitPosudky
local.poradovecislo	3499

Consumer-Based Brand Equity and Purchase Intention towards Counterfeit Goods

Title Alternative:A Study of the Non-Original Branded Athletic Footwear Market in the Philippines

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