The role of food trade marks in consumers’ decisions. The effect of marketing activities on augmentation of the food trade marks’ influencing role on consumers’ decision
témavezető: Totth Gedeon
helyszín (magyar oldal): Szent István University helyszín rövidítés: SZIU
A kutatási téma leírása:
Types and tasks of trade marks. Identification, security, risk reduction, satisfaction of consumers’ motivation, functional and emotional roles. Trade marks and signage, the relationship of trade marks and brands. the terminology of the EU’s agricultural and foodeconomy quality policy. The evolution of Hungarian food trade branding, the development and marketing support of trademarks.
The strenghthening of ethnocentrism in Europe and its effect on consumers’ decisions.
the consumers’ ethnocentrism in Hungary and its effect on consumers’ attitudes in connection with trade marks. Exploration of attitudes about trade marks and trademark-preferences by qualitative and quantitative methods. The difference between consumers’ attitude about trade marks in Hungary and in other EU countries.
The image-building role of trade marks on national and internaional fields.
The adaptation of foreigner experience in order to strengthen the SME’s competitiveness in food industry.
Jelentkezési határidő: 2018-05-31
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
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