Sharing economy: the effect of brand equity on purchasing intentions of young consumers – Ing. Yelyzaveta Strelbytska
Ing. Yelyzaveta Strelbytska
Master's thesis
Sharing economy: the effect of brand equity on purchasing intentions of young consumers
Sharing economy: the effect of brand equity on purchasing intentions of young consumers
Abstract:
Hlavním cílem této studie je prozkoumat, jaký vliv má hodnota značky na nákupní záměry mladých spotřebitelů v rámci sdílené ekonomiky. Výzkum je prováděn na jedné specifické kulturní skupině, kterou jsou mladí čeští spotřebitelé, a zachycuje specifickou oblast služeb sdílení automobilů ve srovnání s autopůjčovnami. Studie odhalila, že celková hodnota značky je klíčová pro vyvolání nákupních záměrů …moreAbstract:
The main aim of this study is to examine how brand equity affects the purchasing intentions of young consumers in the sharing economy. The research is conducted on one specific cultural group, which is Czech young consumers, and based on the specific environment of car-sharing services in contrast to car rental services. The study reveals that overall brand equity is crucial for evoking purchase intentions …more
Language used: English
Date on which the thesis was submitted / produced: 17. 5. 2021
Identifier:
https://is.muni.cz/th/ut7hr/
Thesis defence
- Date of defence: 25. 6. 2021
- Supervisor: doc. Ing. Radoslav Škapa, Ph.D.
- Reader: PhD Ahad Zareravasan
Citation record
ISO 690-compliant citation record:
STRELBYTSKA, Yelyzaveta. \textit{Sharing economy: the effect of brand equity on purchasing intentions of young consumers}. Online. Master's thesis. Brno: Masaryk University, Faculty of Economics and Administration. 2021. Available from: https://theses.cz/id/z8qir4/.
Full text of thesis
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Published in Theses:- světu
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakultaMasaryk University
Faculty of Economics and AdministrationMaster programme / field:
Business Management / Business Management
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