Vliv celebrit v reklamě na nákupní chování zákazníků – Bc. Lucie Hrušková
Bc. Lucie Hrušková
Bachelor's thesis
Vliv celebrit v reklamě na nákupní chování zákazníků
Celebrities in advertising and their influence on consumer buyer behavior
Abstract:
Tématem této bakalářské práce je Vliv celebrit v reklamě na nákupní chování zákazníka. V teoretické části je vysvětlen pojem reklama, její funkce a cíle. Jsou popsána jednotlivá dělení reklam, jejich výhody a nevýhody. Definuje se nákupní chování a referenční skupiny, které jej ovlivňují. Další část práce se věnuje významu celebrity marketingu, celebritám, jaká je jejich role a funkce a výhody a nevýhody …moreAbstract:
The topic of the presented bachelor thesis is Celebrities in Advertising and Their Influence on Consumer Buyer Behaviour. In the theoretical part a term advertising, its functions and aims are explained. There are also described some particular advertising divisions, and advantages and disadvantages. Consequently, there is defined a purchasing behaviour and reference groups that influencing customer …more
Language used: Czech
Date on which the thesis was submitted / produced: 24. 4. 2014
Identifier:
http://is.vsh.cz/th/12640/vsh_b/
Thesis defence
- Date of defence: 3. 6. 2014
- Supervisor: prof. PhDr. Libor Pavera, CSc.
- Reader: doc. Ing. Dagmar Jakubíková, Ph.D.
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 hotelová v PrazeInstitute of Hospitality Management in Prague
Bachelor programme / field:
Economics and Management / Marketing Communication in the Service Industry
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