Vliv reputace a země původu na postavení Škody auto ve Velké Británii

Abstract

During the last 10 years the Skoda company has undertaken a substantial repositioning marketing campaign which was intended to change the image of its cars. For some the car was seen rather as a joke then a proper car.

The aim of this work is to examine the influence of reputation and country-of-origin effect on the position of Skoda in British car market.

People were asked to fill in a questionnaire which included various questions inspecting halo effect which can persist from previous experiences with Skoda cars. Reputation was assessed on the basis of indirect and direct questions as well as country-of-origin.

Results showed that people still have a light prejudice toward Skoda cars, however improvement in reputation was noted. Nevertheless brand and reputation is still the main reason why people do not include Skoda in their evoked set when buying a new car.

Country-of-origin effect revealed that respondents aware of Skoda’s origin assessed it better than people who were not aware of the country of manufacture. This builds a basis for the new international Skoda advertisements which have started to be broadcast in Great Britain just recently.