Despite the increasing interest of researchers in the factors that lead customers to buy online, attention has not yet been paid to the factors in hybrid companies, where it is possible to choose both online and offline purchasing channels. Therefore, this paper is focused on investigating the importance of factors that affect customers in both environments. Data were obtained from 1021 respondents using an online panel from the IPSOS research company in Czechia in 2019. Two content analyses were used to obtain results. Attention was also focused on the perception of brand/loyalty in shifting retailers to the online environment or offline environment. The aim of the paper is to find out what factors and how they influence customers when deciding of purchasing channel. The results show the choice of channel is influenced by factors given by channel benefits, the product, brand perception, loyalty, and customer characteristics. Within hybrid retailers, the most preferred purchasing channel is still the offline channel. However, the results also show a significant impact of brand perception and loyalty in the transition of hybrid retailers to a purely online or offline environment, which significantly opens up opportunities for retailing management within sustainable brand management.

The corporate brand represents a global set of perceptions of the unique functional and emotional attributes associated with it. These are the result of interactions of all the impressions, experiences, feelings and knowledge of all participating sides based on the products of the company, management style, and the planned or unscheduled communication activities. The study aims to describe Czech Millennials using demographic criteria in relation to their brand perception. The questionnaire was used as the research technique for gaining the primary data. The respondents were questioned about their opinions and perceptions of many issues such as attitudes towards brands, life values, willing to pay, making decisions, searching and buying products, preferences in the field of stability, having fun. Several statements from the questionnaire were tested for the purpose of this paper connected to the sense and sensibility in the decision buying process of Millennials as the consumers in the marketplace of the Czech Republic as one of the Central European countries. Afterwards, the Millennials are classed according to these pre-selected variables into groups by using a cluster analysis in such a way as to ensure the greatest similarity within the clusters and the greatest variation between clusters. Two clusters were formulated. From the carried out survey is obvious consumers with a lower degree of education are more emotional when they purchase goods than consumers with other achieved degrees of education. In relation to gender, we can allege that women are much more motivated by emotions. Younger Millennials are more likely to be motivated by emotions than older ones. Implications for Central European audience: Businesses in the 21 st century, especially in developed markets should focus on the adequate targeting of selected market segments to use adequate marketing programs because the use of mass marketing approaches in different areas of business is currently uncompetitive and sometimes totally impossible. Proper targeting has a significant impact on consumers' behaviour and their brand perceptions. The Central European countries such as Poland,

The paper deals with corporate image of banks perceived by Czech Millennials (generation Y) with emphasis on financial services area. First, paper presents the theoretical framework of corporate image and identity, subsequently strategies of positioning are described in the first chapter. The major part of paper is devoted to primary marketing research. For purpose of collecting data, the method of questioning was chosen. The questionnaire was given to 236 respondents living in the Czech Republic. Because the survey was focused on Millennials, respondents had to be 23 – 40 years old. The survey was distributed in the spring 2017. The primary research dealt with the factors which are supposed to be important in building the image of the bank from the Generation Y perspective. The aim of the paper is to investigate the relations between educational attainment and perceptions of Czech Millennials (Generation Y) in chosen factors, which can create the image of the banks. Results mainly showed that educational attainment is not the significant element for determining the perceptions of these factors.

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