Corporate brand impact on sales to Chinese and Czech Generation Z

Bc. Chaohang Wu

Bakalářská práce

Anotace:

This bachelor thesis is written to explore the impact of company branding on the sales of Generation Z in China and the Czech Republic. The research methodology for this thesis is mainly a literature review with case studies. This thesis is divided into three parts. The first part introduces the background of the thesis. The second part is the main part, which looks at the impact of company branding on the sales of Czech and Chinese Generation Z in different contexts. The last part analyses the research to draw conclusions.

Abstract:

This bachelor thesis is written to explore the impact of company branding on the sales of Generation Z in China and the Czech Republic. The research methodology for this thesis is mainly a literature review with case studies. This thesis is divided into three parts. The first part introduces the background of the thesis. The second part is the main part, which looks at the impact of company branding on the sales of Czech and Chinese Generation Z in different contexts. The last part analyses the research to draw conclusions.

Keywords

Corporate Branding, Generation Z, Corporate Identity, Marketing App

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 2. 5. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 12. 6. 2023
• Vedoucí: doc. Ing. Alžběta Kiráľová, Ph.D.
• Oponent: doc. JUDr. Ing. Jana Majerová, Ph.D.

AMBIS vysoká škola, a.s.

AMBIS University

Bakalářský studijní program / obor:
Business Economics and Management / Business Economics and Management