Přehled o publikaci

Due to the evolutionary reasons which have been speeded up by the current socio-economic situation, the phenomenon of content based marketing has started to be an immanent part of the communication strategies of many valuable brands. Current consumers are resistant to traditional communication tools and it is now more than ever, when it is true that more than communication tools, media and content matter. Especially in the light and shadow of restructured markets of complex consumer solutions. In these markets, isolated view of the market indicators and competitive position is not enough because of the rise of the interdependence of many so far autonomous markets. On of such a meta market is a market of transport solutions where car brands have been traditionally managed in a very specific and separate pattern. Now, the situation has changed and car brands have to switch rapidly into real two-way marketing communications schemes where active consumer is one of the pillars of effective marketing communication. The aim of this paper is to determine the attitudes of consumers to the content based marketing communication of car brands in comparative prospective of the consumer reality of Czech and Slovak Republic. The research has been conducted in the first quarter of 2023 on a sample of 2000 respondents who were included in the survey randomly after reaching the age limit of 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of content based marketing communication and its implications for marketing management of car brands.