03188ntm a22005417i 4500 000693853 CZ-PrVSE 20220907191439.0 m d cr n|||||||||| 220907s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Kniha, Darya ISIS:120897 dis Vliv sdělených výhod produktu na hodnocení genderových produktů spotřebitelem eng An Impact of Communicated Product Benefits on Consumer’s Evaluation of Gendered Products / Darya Kniha 2022 ?? stran : digital, PDF soubor Vedoucí práce: Daria Gunina Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta managementu, 2022 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2022 This research is a partial replication of the original study that was conducted by Schnurr (2018). The main object of the current research was to examine how the communicated product benefits either functional or hedonic impact on consumer’s evaluation of gendered products within young adults (18-26 years old). The first part is literature research that provides an overview of existing studies. The theoretical part covers the topics such as aesthetic dimensions of packaging design elements, evaluation of gendered product, hedonic and func-tional goals of consumption and a conceptual congruity. Furthermore, this em-pirical work is based on existing research that suggests that gendered packag-ing design reinforces product evaluation (Tilburg et al., 2015). The study con-sists of two main parts, the first one is a pre-test, the second one is the main study. To investigate an interaction effect between product gender and prod-uct positioning several tests were conducted. It was revealed that there was a significant interaction between product gender and communicated product benefits on product evaluation. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Gendered products utilitarian benefits hedonic benefits generation Z product evaluation feminine products masculine products Gunina, Daria ISIS:72427 ths Kincl, Tomáš, 1979- mzk2005286663 opn Vysoká škola ekonomická v Praze. Fakulta managementu ko2002109809 dgg https://insis.vse.cz/zp/76106/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/76106 Hlavní práce https://insis.vse.cz/zp/76106/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/76106/posudek/oponent/73262 Oponentura https://insis.vse.cz/zp/76106/podrobnosti dc:identifier NEPOSILAT VSKP vse76106 220829 76106