03522ntm a22005417i 4500 000567511 CZ-PrVSE 20190602111310.0 m d cr n|||||||||| 190602s2019 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Tubert, Anna ISIS:112620 dis Marketing luxusních výrobků zaměřený na mileniály : potřeba CSR strategie eng Millennial-oriented marketing of luxury goods : a need for CSR Anna Tubert 2019 ?? stran : digital, PDF soubor Vedoucí práce: Markéta Lhotáková Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2019 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2019 Millennials, or Generation Y, are a generation with unique preferences and habits, which is now reaching full maturity and is becoming more visible on all markets. This thesis focuses on correlation between millennials’ decision-making about the purchase of luxury apparel and CSR initiatives implemented by luxury brands. Theoretical approach on Generation Y shows that millennials are rather self-oriented, but conscious and collectively responsible at the same time. Moreover, theoretical frameworks and case studies analysing CSR strategies being an efficient marketing tool for luxury brands, when addressing Generation Y, are reviewed. The main findings of this Diploma thesis proves that luxury brands are aware of new consumers’ values and are starting to make high emphasis on Corporate Social Responsibility. In general, CSR initiatives are implemented in areas that relate to brand’s operation, such as human rights, treatment of animals and environmental impact. Empirical research, conducted through analysis of data obtained by questionnaire, highlights that millennials’ purchase decisions can be influenced by brand’s ethics. Moreover, luxury brand’s image and reputation can be significantly hurt by information on unethical practices, which will lead to loss of millennial customers. My conclusion is that CSR is becoming one of the main driving factors influencing the millennials’ willingness to buy the luxury apparel. Způsob přístupu: Internet mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Millennials Generation Y Corporate Social Responsibility CSR Luxury brands Luxury apparel Sustainability Lhotáková, Markéta, 1971- pna2010582246 ths Zlatić, Marija ISIS:76341 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/66573/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/66573 Hlavní práce https://insis.vse.cz/zp/66573/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/66573/posudek/oponent/61686 Oponentura https://insis.vse.cz/zp/66573/podrobnosti dc:identifier NEPOSILAT VSKP vse66573 190529 66573