The Importance of the Country-of-Origin Brand in Consumer Preferences

摘要

This study presents a recently specially publicized issue - a need of preferring domestic brands by domestic consumers. It deals with the questions whether and how consumer preferences can be affected, and where they really work. The study presents the results of a representative research carried out in the Slovak Republic in 2013, which dealt with the significance of the importance of the country-of-origin brand in consumer preferences. It presents selected results of the research within the frame of relationship between brands and consumer preferences, brands in the Slovak Republic, brand and its origin and finally country-of-origin as the country-of-production.