The impact of reputation on Chinese and Czech Generation Z buying decisions

Bc. Wei Sun

Bakalářská práce

Anotace:

The objective of this bachelor’s thesis is to examine how brand reputation influences the purchasing decisions of Chinese and Czech Generation Z and to identify ways in which brand reputation may facilitate purchase intentions. This thesis focuses on a literature review, a case study, and informative research. By comprehending general information about Generation Z and how Generation Z thinks, the authors investigate the effect of brand reputation on brand attitudes and the effect of brand reputation on purchase intentions, ultimately proposing several potential recommendations.

Abstract:

The objective of this bachelor’s thesis is to examine how brand reputation influences the purchasing decisions of Chinese and Czech Generation Z and to identify ways in which brand reputation may facilitate purchase intentions. This thesis focuses on a literature review, a case study, and informative research. By comprehending general information about Generation Z and how Generation Z thinks, the authors investigate the effect of brand reputation on brand attitudes and the effect of brand reputation on purchase intentions, ultimately proposing several potential recommendations.

Keywords

credibility,, attitude,, image,, purchase,, social, media,, Generation, Z

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. PhDr. Ján Višňovský, Ph.D.

AMBIS vysoká škola, a.s.

AMBIS University

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