03092ntm a22005057i 4500 000491147 CZ-PrVSE 20170528173700.0 m d cr n|||||||||| 170528s2017 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Probstnerová, Laura ISIS:113525 dis Vlyv Reklamy na Chování Spotřebitele eng The Influence of Advertising on Consumer Behavior / Laura Probstnerová 2017 ?? stran : digital, PDF soubor Vedoucí práce: Přemysl Průša Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2017 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2017 The purpose of this study was to analyze, how different factors have an influence on consumer behavior and their decision making. In the theoretical part, advertising as a part of commercial communication is discussed, along with consumer behavior and the decision making process, namely factors that influence it, such as social, personal and psychological. Further, the psychology of advertisement is described in terms of brand, its equity and measures affecting the brand preference, and how does a brand create artificial needs. The empirical part is based on the analysis of a brand Apple. Closer look is taken at its identity and marketing strategy, as well as some examples of advertising. The empirical part includes own research based on data collected from self administered survey, concerning the smartphone brand preference among consumers. It is focusing specifically on Apple and its biggest rival, Samsung. The findings showed, that a brand with higher brand equity in the form of brand awareness and identity will be preferential in the purchase decision making process, especially among Millennials, which in this case turned out to be Apple. Způsob přístupu: Internet international business [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Consumer Behavior Smartphone Advertising Apple Průša, Přemysl, 1980- mzk2007430834 ths Asmalovskij, Alexandr ISIS:89066 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/57753/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/57753 Hlavní práce https://insis.vse.cz/zp/57753/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/57753/posudek/oponent/52266 Oponentura https://insis.vse.cz/zp/57753/podrobnosti dc:identifier NEPOSILAT VSKP vse57753 170525 57753