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Ekaterina Rumiantceva

Master's thesis

Comparison of Brand Images of Cola Drinks on the Czech Market among Millennials

Comparison of Brand Images of Cola Drinks on the Czech Market among Millennials
Abstract:
The paper is aimed to analyze the attitudes of millennials toward cola beverages in the Czech Republic. The main objectives of the master’s thesis are to discover the main patterns in the attitudes toward cola brands, evaluate influential criteria of brand image formation, and understand the reasons for Kofola’s market leadership. To do so, brand image concepts and brand equity models are studied. …more
Abstract:
The paper is aimed to analyze the attitudes of millennials toward cola beverages in the Czech Republic. The main objectives of the master’s thesis are to discover the main patterns in the attitudes toward cola brands, evaluate influential criteria of brand image formation, and understand the reasons for Kofola’s market leadership. To do so, brand image concepts and brand equity models are studied. …more
 

Keywords

Brand image Beverages in the Czech Republic Consumption Brands’ perception Millennials Cola beverages

Keywords

Consumption Cola beverages Beverages in the Czech Republic Brand image Brands’ perception Millennials
 
Language used: English
Date on which the thesis was submitted / produced: 14. 12. 2022
Identifier: https://vskp.vse.cz/eid/88453

Thesis defence

  • Date of defence: 1. 2. 2023
  • Supervisor: Václav Stříteský
  • Reader: Radek Tahal

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https://vskp.vse.cz/eid/88453