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  • Author: Maria Kovacova x
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Abstract

Brand value building and managing is an interdisciplinary issue with serious impact on company's effective market performance. Knowing this, more and more companies try to extract the competitive advantage of a valuable brand. But there are a lot of practical restrictions that result from universal application of formulated theory without respecting national specifics and which often lead to company's activities in scope of branding and brand value measuring not being successful. This is the reason for scepticism towards the implementation of brand management activities, especially in former socialistic countries where the tradition of brand is not so developed due to the long-term application of principles of planned economy. So, the undesirable spiral mechanism is evident – domestic companies apply inconvenient methods of branding and brand value evaluation – brand value decreases – companies rather do not build and manage theirs brands – brands lose their competitive potential in comparison with foreign competitors and the market deforms – only strong foreign brands applying their national branding mechanisms survive – the impression of the so called ‘good practice’ is created – the domestic companies apply inconvenient methods of branding and the circle starts again. According to this, the aim of this paper is to critically discuss the applicability of selected brand valuation methods in the specific conditions of Slovak republic and to verify its applicability in the context of framework conditions of their applicability. To achieve this aim, after the application of selected criteria, we applied the following methods of brand value measurement: royalty savings and brand value added.

Abstract

Research purpose. The quality means a core attribute of the product. Based on empirical assessment of the consumer, it is ascertained if the products are of high quality. However, there may be considerable counterarguments against this assessment, because quality is a subjective characteristic. For this reason, a paradoxical situation arises – the same product that we consider to be a quality product someone else may regard as insufficient quality. What is considered standard quality level in some cases may be the assumed to have achieved world-class quality. This way the definition of quality product is very difficult. Brand is one of possible ways to differentiate products from one to another and at the same time it is one of possible ways to simplify consumer choices of choosing the best product. The brand can be the label for many consumers synonymous with quality. In this paper, the existence of difference between expected and delivered quality of brand products is analysed.

Design / Methodology / Approach. The survey of detection of the sources of the value of the brand was realized in 2018 in Slovak conditions. This primary source provided the base assessment of quality of branded sport clothes, cars, banks, cola drinks and brand products in general. Using factor analysis, supported by Cronbach’s alpha, verified by Kaiser-Meyer-Olkin measure and Bartlett's test of sphericity, comprehensive factors that enable comparison of expected attributes and perceived reality were constructed. The extraction method of factor analysis was principal component analysis, the rotation method was Varimax with Kaiser normalization. Then the factors were analysed by chi-square test and correspondence analysis.

Findings. The objective of this article was to detect the existence of differences between the expected and perceived quality of brand products in Slovak conditions. Comprehensive factors were constructed that contain information about quality of branded clothes, cars, banks, cola drinks and brand products in general. The dependence of expectations and reality was indicted and paper resolved the relations between individual categories of factors.

Originality / Value / Practical implications. The original survey of attitudes of Slovak consumer was made. The information about of notable sample was analysed, and this empirical study pointed out the real quality of brand products.

Abstract

The issue of enterprise in bankrupt or financial health as a whole is still very actual topic not only in Slovakia but also in abroad. Works dealing with the enterprise in bankruptcy have already appeared in the 1930s of the 20th century. Bankrupt of enterprise affect all subject in relationship with this enterprise. Financial experts were looking for the ways for enterprise bankrupt prediction. This article is based on the searching for key factors that could indicate the enterprise in bankrupt in Slovak conditions. This article tries to work with financial variables from the area of financial health assessment of enterprise and works with the sample of Slovak enterprises. This sample includes 8,522 financial statements of enterprises in 2016. According to several relevant decisions rules, for example, the value of equity or equity debt ratio, enterprises are divided into two categories – bankrupt enterprises and creditworthy enterprises. Subsequently, this article tries to find statistically significant financial variables that could indicate involving enterprises in these two categories and works with several statistical methods for searching significant relationship between variables and the tightness of relations between them. As a main statistical method, Pearson´s correlation coefficient is used, which is supported by correlation matrices. In addition, it is necessary to test an existence of outliers in the sample of enterprises. Existence of outliers is tested by the Grubbs test of outliers.