Czech Consumers' Perceptions of Gender Stereotypes in Advertising – Natálie Hofmanová
Natálie Hofmanová
Master's thesis
Czech Consumers' Perceptions of Gender Stereotypes in Advertising
Czech Consumers' Perceptions of Gender Stereotypes in Advertising
Abstract:
The purpose of this thesis is to examine the Czech consumers' perceptions of traditional and counter-gender stereotypes in advertising. The study was conducted using a qualitative research technique. The selection of the respondents was set to cover men and women, and also younger (below 25 years old) and older (above 55 years old) consumers. In total, 14 in-depth interviews were performed, and the …moreAbstract:
The purpose of this thesis is to examine the Czech consumers' perceptions of traditional and counter-gender stereotypes in advertising. The study was conducted using a qualitative research technique. The selection of the respondents was set to cover men and women, and also younger (below 25 years old) and older (above 55 years old) consumers. In total, 14 in-depth interviews were performed, and the …more
Language used: English
Date on which the thesis was submitted / produced: 1. 2. 2021
Identifier:
https://vskp.vse.cz/eid/83824
Thesis defence
- Date of defence: 25. 6. 2021
- Supervisor: Miroslav Karlíček
- Reader: Zuzana Chytková
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 Prazehttps://vskp.vse.cz/eid/83824
Vysoká škola ekonomická v Praze
Master programme:
International Management
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