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Past and Future Research Trends of Regional Brands with Accent to Technology

Author

Listed:
  • Michal Stoklasa

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

  • Eva Pitrunová

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

Abstract

The main aim of this article is to examine the past and current research trends of regional brands, with great emphasis on the influence of technology, which will allow us to define areas for further research. The main basis for this article are secondary data, meaning other research from prestigious databases, such as Web of Science and SCOPUS, on which authors will try to describe the past and current research trends. Authors also take into account their previous vast research on this topic. There is also a need to find suitable brand model. The technology will be examined from the perspective of the technology acceptance model. This will lead to a discussion about the areas that need to be researched in the future. This article will thus serve as the cornerstone for years-long research programme

Suggested Citation

  • Michal Stoklasa & Eva Pitrunová, 2018. "Past and Future Research Trends of Regional Brands with Accent to Technology," Working Papers 0051, Silesian University, School of Business Administration.
  • Handle: RePEc:opa:wpaper:0051
    as

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    References listed on IDEAS

    as
    1. van Ittersum, Koert & Candel, Math J. J. M. & Meulenberg, Matthew T. G., 2003. "The influence of the image of a product's region of origin on product evaluation," Journal of Business Research, Elsevier, vol. 56(3), pages 215-226, March.
    2. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    3. Mechthild Donner & Lummina Horlings & Fatiha Fort & Sietze Vellema, 2017. "Place branding, embeddedness and endogenous rural development: Four European cases," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 273-292, November.
    4. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    5. Teuber, Ramona, 2007. "Geographical Indications of Origin as a Tool of Product Differentiation: The Case of Coffee," 105th Seminar, March 8-10, 2007, Bologna, Italy 7866, European Association of Agricultural Economists.
    6. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    7. Radka Bauerová & Martin Klepek, 2017. "The Theoretical Framework for the Application of the TAM in Online Grocery Shopping," Working Papers 0044, Silesian University, School of Business Administration.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Regional brand; technology; Aaker`s brand model; Technology acceptance model; product characteristics;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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