03684ntm a22005057i 4500 000714904 CZ-PrVSE 20240623000300.0 m d cr n|||||||||| 240622s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Ďurka, Sebastian ISIS:170108 dis Zkoumání Love Brands mezi mladými Čechy eng Exploring Love Brands Among Young Czechs / Sebastian Ďurka 2024 ?? stran : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 This Master's thesis explores the conceptualisation, antecedents, and outcomes of brand love among young Czechs aged 18 to 25. Despite the widespread use among marketers, a clear theoretical consensus remains unestablished. At the same time, brand love has become a subject of diverse academic views and criticism from scholars and marketing professionals. This qualitative research explores the conceptualisation, antecedents, and outcomes of brand love within this demographic by analysing eleven semi-structured interviews with Czech university students. The research findings validate the applicability of the famous brand love model and suggest adaptations related to the prevalence of habitual behaviours and the dimension of functional separation distress. Brand love emerges from key antecedents such as perceived quality, visual appeal, early emotional connections, nostalgia, continuous positive experiences, social influences, and self-expression with an alignment of personal values. The outcomes of brand love are linked to increased brand advocacy and a willingness to pay premiums. Yet, brand loyalty, influenced by emotional attachments and habitual consumer behaviours, varies across product categories, especially as rational considerations emerge. Emotional connections were perceived as strongest in aspirational brands and high-involvement categories like electronics, while practical considerations prevailed in the food and beverages product category. Importantly, this study reveals that brand love extends beyond satisfaction with brands that are owned while being even more common towards brands one aspires to own in the future, fundamentally resetting the prior academic views and definitions that linked brand love solely to a satisfied consumer. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Young Czechs Brand Love Consumer Behaviour Love Brands Karlíček, Miroslav, 1979- vse2010558291 ths Hrivnák, Tomáš opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/85981/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/85981 Hlavní práce https://insis.vse.cz/zp/85981/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/85981/posudek/oponent/83009 Oponentura https://insis.vse.cz/zp/85981/podrobnosti dc:identifier NEPOSILAT VSKP vse85981 240620 85981