03361ntm a22004937i 4500 000490397 CZ-PrVSE 20210619205335.0 m d cr n|||||||||| 210619s2021 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Lukačínová, Michaela ISIS:120146 dis Dopad značek na chování spotřebitelů. Mezigenerační analýza. eng Impact of Brands on Consumer Behaviour. A cross-generation Analysis. / Michaela Lukačínová 2021 ?? stran : digital, PDF soubor Vedoucí práce: Marija Zlatić Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2021 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2021 The aim of this thesis is to determine the impact of brands on consumer behavior, to analyze the depth of correlation between consumers’ perception of a brand and consumers’ final purchases and to highlight the importance and strength of effective strategic management of the brand. A certain part of the paper is also devoted to intergenerational analysis. The examination of these goals is based on the discussion of the key theories and important concepts that stand behind this complex system and their application in today’s world. Secondary data, obtained from several books, various articles, papers and reports, were used for this purpose. Primary data are collected on the basis of individual interviews, where each participant represents a certain generation, with its characteristics, opinions, attitudes and differences. Appropriate conclusions and research results are derived from a combination of all obtained data. In today's dynamically developing world, various changes are taking place. Brand and consumer behavior are no exception. Many successful companies that have built strong brands are aware of this fact and therefore constantly adapt their planning, implementation and management of brand strategy to these changes. Therefore, this thesis offers an insight into the most important aspects that should be taken into account when managing the brand and achieving the goals. Způsob přístupu: Internet mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas brand consumer behaviour generational analysis Zlatić, Marija ISIS:76341 ths Lhotáková, Markéta, 1971- pna2010582246 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/74295/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/74295 Hlavní práce https://insis.vse.cz/zp/74295/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/74295/posudek/oponent/71446 Oponentura https://insis.vse.cz/zp/74295/podrobnosti dc:identifier NEPOSILAT VSKP vse74295 210611 74295