03550ntm a22005897i 4500 000128560 CZ-PrVSE 20230121203444.0 m d cr n|||||||||| 230121s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Sedláková, Tereza ISIS:145596 dis Discovering the Impact of Value Evolution in Marketing Communication Strategies for Czech Consumers. The Artistry Cosmetics Case eng Discovering the impact of value evolution in marketing communication strategies for Czech consumers. Artistray cosmetics. / Tereza Sedláková 2022 ?? stran : digital, PDF soubor Vedoucí práce: Andrea Escobar Rios Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 The thesis covers the topic of the transition from a non-vegan brand to a vegan brand applied to the Artistry case. All findings are based on the determination of brand equity dimensions. The thesis also explains multilevel marketing communication because the research brand is manufactured by Amway, which uses this type of marketing. Based on brand equity, this thesis aims to determine critical factors that will assess the implementation of marketing communication strategy for vegan brands for Czech customers. The thesis reveals that the essential dimensions for the Czech customer in vegan cosmetics are: Perceived Quality, Brand Association, Brand Loyalty and Brand Awareness of vegan cosmetics. Perceived Quality and Brand association are two dimensions which influence Czech customers’ decision-making. The thesis shows the insights into customer motivation to buy vegan cosmetics, such as environmentally friendly philosophy, non-testing on animals, or design. The practical part of the thesis is based on a quantitative questionnaire and shows Czech customers’ needs for vegan cosmetics. Finally, the findings are applied to the Artistry case, and an improved communication strategy is proposed. Způsob přístupu: Internet mezinárodní obchod [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas vegan cosmetics Artistry multilevel marketing insights marketing communication Brand equity vegan brand equity perceived quality brand association brand loyalty brand awareness Escobar Rios, Andrea ISIS:116787 ths Martínez Pantoja, Yadira Ixchel ISIS:167046 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/77680/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/77680 Hlavní práce https://insis.vse.cz/zp/77680/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/77680/posudek/oponent/76894 Oponentura https://insis.vse.cz/zp/77680/podrobnosti dc:identifier NEPOSILAT VSKP vse77680 230115 77680