Role of Celebrity Endorsement in Purchasing Decisions in Cosmetics on the Czech market – Diana Stašková
Diana Stašková
Master's thesis
Role of Celebrity Endorsement in Purchasing Decisions in Cosmetics on the Czech market
Vplyv známych osobností pri výbere kozmetiky na českom trhu
Abstract:
Cieľom diplomovej práce je zistiť aký vplyv majú známe osobnosti na rozhodovací proces pri výbere kozmetiky (vlasovej a pleťovej) na českom trhu. Diplomová práce je rozdelená na dve hlavné časti. Teoretická časť popisuje rozhodovací proces spotrebiteľa, rolu známej osobnosti pri výbere produktu a príklady využitia známych osobností v reklame firmou L'Oréal. Praktická časť sa zameriava na analýzu správania …moreAbstract:
The aim of this master thesis is to find out whether celebrity endorsement is influencing factor on decision-making process when purchasing cosmetics (hair care and skin care) in Czech market. Master thesis is divided into two main parts. Theoretical part describes consumer decision-making process, role of celebrity endorsement and examples how celebrity endorsement is used nowadays by L'Oréal. Practical …more
Language used: English
Date on which the thesis was submitted / produced: 3. 12. 2014
Identifier:
http://www.vse.cz/vskp/eid/46393
Thesis defence
- Date of defence: 16. 6. 2015
- Supervisor: Markéta Lhotáková
- Reader: Gina Cook
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttp://www.vse.cz/vskp/eid/46393
Vysoká škola ekonomická v Praze
Master programme / field:
Ekonomika a management / International Management
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