Sustainable enterprise

Bc. Jasmin Zoronjic

Diplomová práce

Anotace:

The main aim of this dissertation is to identify the key determinants of the brand image and the image of sustainability of IKEA. First of all, the literature review provides the framework for generation of conceptual model, which identifies three types of variables which affect the brand image and the image of sustainability: personal characteristics, attitudes toward products and services and attitudes toward the company. Using the questionnaire, the survey is conducted to obtain the data. Further, statistical analysis is conducted, using correlation matrix and multiple regression analysis. It identifies two main factors which affect the brand image and the image of sustainability: aspects of quality of products and services and organisational competencies, respectively.

Abstract:

The main aim of this dissertation is to identify the key determinants of the brand image and the image of sustainability of IKEA. First of all, the literature review provides the framework for generation of conceptual model, which identifies three types of variables which affect the brand image and the image of sustainability: personal characteristics, attitudes toward products and services and attitudes toward the company. Using the questionnaire, the survey is conducted to obtain the data. Further, statistical analysis is conducted, using correlation matrix and multiple regression analysis. It identifies two main factors which affect the brand image and the image of sustainability: aspects of quality of products and services and organisational competencies, respectively.

Keywords

Sustainability, strategy, brand, consumer, product, analysis, methodology.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 9. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 23. 6. 2016
• Vedoucí: doc. Ing. Irena Jindřichovská, CSc.
• Oponent: MBA Jaromír Stemberg

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Business Management and Corporate Finance