03260ntm a22005177i 4500 000683089 CZ-PrVSE 20210206111302.0 m d cr n|||||||||| 210206s2021 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Wimberská, Andrea ISIS:98022 dis The Brand Ambassadors of Cosmetics Brands and Their Relevance for Generation Z on The Example of the Czech Republic eng The Brand Ambassadors of Cosmetics Brands and Their Relevance for Generation Z on The Example of the Czech Republic / Andrea Wimberská 2021 ?? stran : digital, PDF soubor Vedoucí práce: Ludmila Štěrbová Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2021 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2021 This Master thesis aims to answer these research questions “How Generation Z perceives current celebrity brand ambassadors of cosmetics brands, and who they would like to propose as a new representative?” and “What main characteristics of a brand ambassador are important for Generation Z?”. This thesis was created in collaboration with Czech cosmetic brand – Dermacol, which has more than five celebrity brand ambassadors. The first portion of this thesis concentrates on desk research, whereas the second describes the primary research. For the primary research, there were ten interviews conducted among representatives of Generation Z. In the results, the research showed that celebrities ambassadors are not an appropriate method of targeting Generation Z. A new face of a cosmetics brand should be an ordinary person relatable to those who use that brand regularly and has in-depth knowledge about the brand and products. The appearance of this person should be extraordinary and stand out from the crowd. Moreover, this new face should cooperate just with a few brands and act responsibly in public, as well as in society. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Celebrities Brand ambassadors Generation Z Dermacol Cosmetics Štěrbová, Ludmila, 1957- mzk2007401389 ths Antonovic, Vladan opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/75918/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/75918 Hlavní práce https://insis.vse.cz/zp/75918/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/75918/posudek/oponent/69561 Oponentura https://insis.vse.cz/zp/75918/podrobnosti dc:identifier NEPOSILAT VSKP vse75918 210206 75918