The influence of marketing stimuli on consumer (purchasing) behaviour in times of COVID-19. A comparative study on personality types and the context of subcultures. – Robin Dekker
Robin Dekker
Master's thesis
The influence of marketing stimuli on consumer (purchasing) behaviour in times of COVID-19. A comparative study on personality types and the context of subcultures.
The effect of the COVID-19 Pandemic on Brand Importance attributed to Essential Products, and the implications of Consumer Personality.
Abstract:
This thesis aimed to investigate the impact of crises such as pandemics on the importance of brands when consumers purchase essential products. In light of the COVID-19 pandemic, we conducted a retrospective study to determine whether the brand was an important factor that influenced buying behaviour and to what extent a consumer’s personality traits moderated this relationship. To test our hypotheses …moreAbstract:
This thesis aimed to investigate the impact of crises such as pandemics on the importance of brands when consumers purchase essential products. In light of the COVID-19 pandemic, we conducted a retrospective study to determine whether the brand was an important factor that influenced buying behaviour and to what extent a consumer’s personality traits moderated this relationship. To test our hypotheses …more
Language used: English
Date on which the thesis was submitted / produced: 18. 8. 2022
Identifier:
https://vskp.vse.cz/eid/87868
Thesis defence
- Date of defence: 27. 9. 2022
- Supervisor: Martin Machek
- Reader: Radek Tahal
Citation record
ISO 690-compliant citation record:
DEKKER, Robin. \textit{The influence of marketing stimuli on consumer (purchasing) behaviour in times of COVID-19. A comparative study on personality types and the context of subcultures.}. Online. Master's thesis. Praha: University of Economics, Prague. 2022. Available from: https://theses.cz/id/n66env/.
Full text of thesis
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Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttps://vskp.vse.cz/eid/87868
Vysoká škola ekonomická v Praze
Master programme:
International Management
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