Branding – its history and a new challenges, Brand authenticity – Bc. Veronika Bodnárová
Bc. Veronika Bodnárová
Master's thesis
Branding – its history and a new challenges, Brand authenticity
Branding – its history and a new challenges, Brand authenticity
Abstract:
The diploma thesis concentrates on a current branding challenge, specifically Brand Authenticity and its perception by Generation Y. The aim is to prove the interconnection between favorability and authenticity of a brand that was ranked as the most favorite by Millennials. The thesis is divided into two parts – theoretical and practical. The first two chapters of the theoretical part focus on branding …more
Language used: English
Date on which the thesis was submitted / produced: 12. 4. 2016
Identifier:
https://is.vsfs.cz/th/mmiai/
Thesis defence
- Date of defence: 10. 6. 2016
- Supervisor: PhDr. Karel Eliáš, CSc.
- Reader: doc. Giuseppe Maiello, Ph.D.
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- no one
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Marketing Communication
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