03964ntm a22005297i 4500 000723202 CZ-PrVSE 20250608110309.0 m d cr n|||||||||| 250608s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Chudobova, Claire ISIS:115079 dis Vnímání rebrandingu spotřebiteli v automobilovém průmyslu v České republice : případová studie Škoda Auto eng Consumer perception of rebranding in the automotive industry in the Czech Republic : The case of Škoda Auto Claire Chudobova 2025 ?? stran : digital, PDF soubor Vedoucí práce: Efthymia Kottika Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis explores the multifaceted dynamics of rebranding within the automotive industry, with a specific focus on Škoda Auto. The study employs qualitative research methods to delve into Czech car customer perceptions of Škoda Auto's recent rebranding initiative, aiming to uncover insights into its impact on customer perception, purchase intention and loyalty of a brand heritage. Against the backdrop of a rapidly evolving automotive landscape and increased global competition, Škoda Auto undertook a significant rebranding effort, altering its corporate identity. The research is structured around the pivotal themes of customer sentiment, loyalty, and the preservation of brand heritage in the face of modernization. The qualitative study, conducted through in-depth interviews, captures a diverse range of Czech car drivers’ opinions spanning from different age groups, professional backgrounds, and car brand affiliations. Initial findings reveal a somewhat neutral reaction to the change, as Czech car drivers grapple with the balance between modernization and the preservation of Škoda Auto's rich brand heritage. Notably, the study highlights the role of brand heritage and brand familiarity as crucial for Czech car customers, especially among older demographics, where rebranding plays no major role on customers’ behavior. In essence, this thesis contributes to the evolving discourse on rebranding in the automotive sector, offering a nuanced understanding of customer attitudes toward brand evolution of a legacy brand. By diving into what drives Czech car customers when it comes to corporate identity of a brand they are somewhat attached to, this study provides actionable insights for carmakers, helping them navigate the intricacies of rebranding in a highly competitive and ever-changing market. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas corporate identity brand heritage automotive industry Rebranding consumer perception purchase intention Kottika, Efthymia, 1982- vse20221165123 ths Vinš, Marek jo2013743455 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/78856/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/78856 Hlavní práce https://insis.vse.cz/zp/78856/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/78856/posudek/oponent/81005 Oponentura https://insis.vse.cz/zp/78856/podrobnosti dc:identifier NEPOSILAT VSKP vse78856 250607 78856