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
Diplomová práce
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.
Anotace:
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 …víceAbstract:
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 …více
Jazyk práce: angličtina
Datum vytvoření / odevzdání či podání práce: 18. 8. 2022
Identifikátor:
https://vskp.vse.cz/eid/87868
Obhajoba závěrečné práce
- Obhajoba proběhla 27. 9. 2022
- Vedoucí: Martin Machek
- Oponent: Radek Tahal
Citační záznam
Citace dle ISO 690:
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. Diplomová práce. Praha: Vysoká škola ekonomická v Praze. 2022. Dostupné z: https://theses.cz/id/n66env/.
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Instituce archivující a zpřístupňující práci: Vysoká škola ekonomická v Prazehttps://vskp.vse.cz/eid/87868
Vysoká škola ekonomická v Praze
Magisterský studijní program:
International Management
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