polaritní profil, image značky, dotazník, respondenti
Abstract: Research of Polarity Profiles of Radegast and Velke Popovice Brands of Beer.
The marketing research was aimed at determination of polarity profiles of "Radegast" and "Velkopopovický kozel" brands of beer. These polarity profiles are to identify a feeling level of perception of the above brands, using the brand evaluation on a scale consisting of contrasting adjectives. It means that we can characterize image of the tested brands in detail. The data obtained are illustrated in a form of a chart, completed with a commentary that should make the brands image characterisation easier. A questionnaire was presented to respondents, to find out polarity profiles.