03330ntm a22005657i 4500 000659287 CZ-PrVSE 20200125125544.0 m d cr n|||||||||| 200125s2019 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Gavrilova, Polina ISIS:115151 dis Účinnost srovnávací reklamy v České republice eng Effectiveness of comparative advertising in Czech Republic / Polina Gavrilova 2019 ?? stran : digital, PDF soubor Vedoucí práce: Martin Machek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2020 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2020 This thesis aims to analyze the effectiveness of Direct versus Indirect comparative advertising in low and high-context communication cultures in Czech Republic. These two groups are represented by Czech consumers and Vietnamese minority. The goal is to determine potential differences in the attitude towards this marketing technique among the two culturally distinguished groups. The effectiveness of the ad was measure using two constructs: attitude towards the ad and persuasion effect. For the purpose of this study a survey was conducted among 200 consumers, in the capital of Czech Republic, Prague. Czech consumers were found to have a more positive attitude toward the direct comparative advertising than Vietnamese consumers. Further, the Vietnamese respondents showed a significantly better acceptance of indirect comparative advertising than of the direct comparative one. In addition, it was found that the age category does have a slight influence on the consumers attitude towards the comparative advertising. The recommendations from this thesis, can serve as a basis for better strategical and tactical decisions concerning the usage of comparative advertising. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Effectiveness of comparative advertising Direct comparative advertising Persuasion effect Vietnamese ethnic minority Indirect comparative advertising Attitude toward the ad Czech Republic Pepsi Air Bank Machek, Martin mzk2013753090 ths Průša, Přemysl, 1980- mzk2007430834 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/68180/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/68180 Hlavní práce https://insis.vse.cz/zp/68180/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/68180/posudek/oponent/64635 Oponentura https://insis.vse.cz/zp/68180/podrobnosti dc:identifier NEPOSILAT VSKP vse68180 200125 68180