在COVID-19大流行之前和期间，Netflix在捷克共和国的地位

Q4 Business, Management and Accounting European Journal of Business Science and Technology Pub Date : 2022-07-31 DOI:10.11118/ejobsat.2021.010

M. Krejci, Michaela Staňková

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引用次数: 0

摘要

本文关注的是在捷克共和国新冠肺炎大流行之前和期间流媒体服务Netflix的品牌资产差异。品牌资产是通过一个经过特殊修改的概念模型来衡量的。基于两波问卷调查，研究了疫情对概念模型维度的可能影响。结果表明，品牌资产水平没有统计学上的显著变化，但其结构发生了变化。研究还发现，尽管在新冠肺炎大流行期间，尝试Netflix服务的人数有所增加，但他们并没有成为长期用户。©2022 Diciembre 2015 Aspe。保留所有权利。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Position of Netflix in the Czech Republic Before and During the COVID-19 Pandemic

This article is focused on the differences in the brand equity of the streaming service Netflix before and during the COVID-19 pandemic in the Czech Republic. Brand equity is measured by a specially modified conceptual model. Based on a two-wave questionnaire survey, the possible impact of the pandemic on the dimension of the conceptual model was examined. The results showed that there was no statistically significant change in the level of brand equity but there was a change in its structure. It was also found that although the number of people who tried Netflix’s services increased during the COVID-19 pandemic, they did not become long-term users. © 2022 Diciembre 2015 Aspe. All rights reserved.

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