Effect of Branding on Consumer Purchase Behaviour: Household Appliances Industry – Ing. Merve Bahcivancilar
Ing. Merve Bahcivancilar
Master's thesis
Effect of Branding on Consumer Purchase Behaviour: Household Appliances Industry
Effect of Branding on Consumer Purchase Behaviour: Household Appliances Industry
Abstract:
Cílem tohoto výzkumu je prozkoumat spotřebitelské chování české populace při nákupu nového spotřebiče pro domácnost a dále analyzovat vliv značky na chování spotřebitelů. Minulé studie v této oblasti se v poslední době více zaměřují na popularitu značky a přítomnost sociálních médií. Studie proto zkoumá, jak přítomnost sociálních médií a popularita značky ovlivňují chování spotřebitelů a také hodnotí …moreAbstract:
The aim of this research is to investigate the Czech population’s consumer behavior while purchasing a new household appliance and further analyzing the effect of branding in consumer behavior. Past studies in the area recently focus more on brand popularity and social media presence. Therefore the study investigates how social media presence and brand popularity affect consumer behavior and also reviews …more
Language used: English
Date on which the thesis was submitted / produced: 3. 5. 2019
Identifier:
https://is.vsfs.cz/th/ggxqo/
Thesis defence
- Date of defence: 19. 6. 2019
- Supervisor: Mgr. Ing. Dominik Stroukal, Ph.D.
- Reader: Ing. Peter Stuchlík, CSc.
Citation record
ISO 690-compliant citation record:
BAHCIVANCILAR, Merve. \textit{Effect of Branding on Consumer Purchase Behaviour: Household Appliances Industry}. Online. Master's thesis. Praha: University of Finance and Administration. 2019. Available from: https://theses.cz/id/zsfjme/.
Full text of thesis
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Business Management and Corporate Finance
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