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.
Anotácia:
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 …viac
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 …viac
 
 
Jazyk práce: English
Datum vytvoření / odevzdání či podání práce: 18. 8. 2022

Obhajoba závěrečné práce

  • Obhajoba proběhla 27. 9. 2022
  • Vedúci: Martin Machek
  • Oponent: Radek Tahal

Citační záznam

Plný text práce

Obsah online archivu závěrečné práce
Zveřejněno v Theses:
  • autentizovaným zaměstnancům ze stejné školy/fakulty
Jak jinak získat přístup k textu
Instituce archivující a zpřístupňující práci: Vysoká škola ekonomická v Praze
https://vskp.vse.cz/eid/87868