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dc.contributor.authorKrejčí, Michal
dc.contributor.authorStaňková, Michaela
dc.date.accessioned2023-05-20T00:03:44Z
dc.date.available2023-05-20T00:03:44Z
dc.date.issued2022
dc.identifier.issn2336-6494 Sherpa/RoMEO, JCR
dc.identifier.urihttps://repozitar.mendelu.cz/xmlui/handle/20.500.12698/1718
dc.description.abstractThis article is focused on the differences in the brand equity of the streaming service Netflix before and during the COVID-19 pandemic in the Czech Republic. Brand equity is measured by a specially modified conceptual model. Based on a two-wave questionnaire survey, the possible impact of the pandemic on the dimension of the conceptual model was examined. The results showed that there was no statistically significant change in the level of brand equity but there was a change in its structure. It was also found that although the number of people who tried Netflix's services increased during the COVID-19 pandemic, they did not become long-term users.en
dc.format72-83
dc.publisherMendelova univerzita v Brně
dc.relation.ispartofEuropean Journal of Business Science and Technology
dc.relation.urihttps://doi.org/10.11118/ejobsat.2021.010
dc.rightsCC BY-SA 4.0
dc.rights.urihttps://creativecommons.org/licenses/by-sa/4.0/
dc.subjectCOVID-19en
dc.subjectNetflixen
dc.subjectbrand equityen
dc.subjectperceived marketing mixen
dc.titleThe Position of Netflix in the Czech Republic Before and During the COVID-19 Pandemicen
dc.typeJ_ČLÁNEK
dc.date.updated2023-05-20T00:03:44Z
dc.description.versionOA
local.identifier.doi10.11118/ejobsat.2021.010
local.identifier.scopus2-s2.0-85137688947
local.number1
local.volume8
local.identifier.obd43923185
local.identifier.e-issn2694-7161
dc.project.IDIGA-PEF-TP-22-003
dc.project.IDHodnocení efektivnosti v době covidové
dc.identifier.orcidStaňková, Michaela 0000-0003-3789-3570
local.contributor.affiliationPEF


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Zobrazit minimální záznam

CC BY-SA 4.0
Kromě případů, kde je uvedeno jinak, licence tohoto záznamu je CC BY-SA 4.0