03361ntm a22004937i 4500 000128543 CZ-PrVSE 20230121203444.0 m d cr n|||||||||| 230121s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Peterská, Nikol ISIS:154966 dis Vliv maskotů značky na vnímanou osobnost značky eng Brand characters` influence on perceived brand personality / Nikol Peterská 2022 ?? stran : digital, PDF soubor Vedoucí práce: Petr Král Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 The appeals of a favourable brand personality have made brand personality a core focus of branding strategies. The usage of anthropomorphism to affect brand personality is also on the rise globally. This thesis therefore concerned itself with uncovering the relationship between brand characters and perceived brand personality with secondary objectives including assessing the mediating influence of humour and nostalgia on their relationship. The focus of the research were differences between how human and animal-type brand characters used in commercials are perceived. Four brands prominent in Czech TV using different types of brand characters were therefore reviewed. The research was designed in form of semi-structured interviews using guideline questions based on the research of Aaker (1997) and Cohen (2014). The research had two phases which together resulted in twenty-nine interviews being held. The dimensions of brand characters with most impact on perceived brand personality were found to be Behavior, Affect and Interpersonal relations. The brand personality traits most influenced by the characters were sincerity and competence. The usage of humour by brand characters further enhanced perceived brand sincerity and competence. The findings highlight importance of relatability and cultural belonging of brand characters. Marketers are advised to at first consider the usage of animal-type brand characters for the benefits suggested by the findings. Způsob přístupu: Internet mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas brand personality brand personification branding Král, Petr, 1979- pna2010582238 ths Dvořák, Jan opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/77439/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/77439 Hlavní práce https://insis.vse.cz/zp/77439/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/77439/posudek/oponent/76987 Oponentura https://insis.vse.cz/zp/77439/podrobnosti dc:identifier NEPOSILAT VSKP vse77439 230114 77439