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Bc. Jennifer Štrauchová

Bachelor's thesis

Vliv brand marketingu na rozhodování spotřebitele

Brand marketing and its influence on consumer decision making
Abstract:
The aim of this bachelor thesis is to find out what is the influence of brand marketing on the decision making of customers in the field of clothing, electronics and retail chains. The theoretical part deals with the main concepts related to marketing. It defines basic terms such as marketing and its history, explains brand marketing. Furthermore, it tries to explain the essence of the brand and its …more
Abstract:
Cieľom tejto bakalárskej práce je zistiť, aký je vplyv brand marketingu na rozhodovanie zákazníkov v oblasti odevov, elektroniky a obchodných reťazcov. V teoretickej časti sa zaoberá hlavnými pojmami súvisiacimi s marketingom. Definuje základné termíny, ako je marketing a jeho história, vysvetľuje brand marketing. Ďalej sa snaží vysvetliť podstatu značky a jej vnímanie. Na konci teoretickej časti popisuje …more
 

Keywords

marketing značka značkové produkty značkový marketing vplyv značkového marketingu brand brand products brand marketing impact of brand marketing
 
Language used: Slovak
Date on which the thesis was submitted / produced: 20. 4. 2021
Identifier: https://is.ambis.cz/th/zfc93/

Thesis defence

  • Date of defence: 17. 6. 2021
  • Supervisor: Ing. Zuzana Boháčová
  • Reader: PhDr. Ing. Václav Kupec, Ph.D.

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