Evaluation of Marketing Communication

Elkhan Mirzayev

Diplomová práce

Abstract:

This diploma thesis deals with the evaluation of marketing communication on branding and its influence on consumer buying behavior. The research investigates the key theoretical aspects of branding and consumer behavior to see the correlation of these two topics. The study reveals that branding strategies play a major role in influencing consumer behavior during the decision-making process. According to the research, brand awareness is essential to affect the customers. Also bonding with consumers in an emotional level helps to brands to have more loyal customers.The thesis also investigates a practical example of the branding of two beverage giants; Coca-Cola and Pepsi and its effects on the behavior of their clients. The questionnaire was made to support research and collect data about effectiveness of branding strategies of Coca-Cola and Pepsi

Keywords

Marketing communication, communication mix, promotion, marketing mix, marketing, evaluation, public relations, sales promotion, advertising

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 11. 4. 2016

Obhajoba závěrečné práce

• Vedoucí: Ing. Tereza Balcarová, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration