Conference Specifics
ISBN:  978-0-9860419-7-6
Conf. Updates










 
29th IBIMA Conference
Vienna, Austria
3 - 4 May 2017 


   




             

Jaroslava Gburová and Daniela Matušíková

   

       

                                                                                                                                                                           

Marketing is considered an important part of business. Without it, in today's hyper concurrency environment the companies could not operate. Creation and management of corporate image should belong among the basic activities in any marketing-oriented enterprise. Already at the mention of the name of a particular company, it is expected to evoke mentioned elements in minds of customers.  Corporate image is a factor that can significantly influence the buying behaviour of customers. The aim of the paper is to theoretically summarize the issue of image of the area of Retail trade and analyse the differences between the prioritization of promotional tools by franchise stores and differences in the choice of franchise stores under brand from the perspective of surveyed consumers.











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