Impact of Instagram Influencers on Brand Reputation & Brand Loyalty

Bc. Gaurav Ashok Pandit

Diplomová práce

Abstract:

This thesis focuses on analyzing how individuals perceive the Amul Chocolate brand, specifically its chocolate bars, in India. The purpose is to identify areas for improvement in its marketing communication strategy. The literature review covers brand theory and marketing communication principles from credible sources. The methodology section covers qualitative and quantitative research methods, as well as the rationale behind their use. The practical section includes an overview of Amul Chocolate brand and communication, as well as interpretation of the research results with recommendations for improvement. The findings from this study may benefit not only Amul Chocolate but also other brands attempting to enhance their market position in the Chocolate Industry in India

Keywords

Marketing communication, brand image, Brand

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 29. 3. 2024

Obhajoba závěrečné práce

• Vedoucí: Ing. Tereza Balcarová, Ph.D.
• Oponent: Veronika Zajíčková, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration