Bc. Anastasiya Morozova

Master's thesis

Brand Attachment through Lovemarks

Brand Attachment through Lovemarks
This Diploma Thesis deals with the matter of earning brand attachment through the concept of lovemarks. Three hypotheses are: “Lovemarks have a potential to be more appealing to customers than brands”; “The shift from a brand to a lovemark can be realistically performed with the usage of creative marketing techniques” and “A cohesive approach thanks to a modern and innovative branding manual might …more
Language used: English
Date on which the thesis was submitted / produced: 11. 4. 2018

Thesis defence

  • Date of defence: 7. 6. 2018
  • Supervisor: PhDr. Ladislava Knihová, MBA
  • Reader: Mgr. Pavel Kotyza

Citation record

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University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication