03177ntm a22005297i 4500 000725514 CZ-PrVSE 20250920220214.0 m d cr n|||||||||| 250920s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Jančíková, Tereza ISIS:169196 dis Vliv Hodnot Ambasadorů Značky na Nákupní Rozhodování Spotřebitelů na Českém Trhu eng The impact of brand ambassador values on consumer purchase decision in the Czech market / Tereza Jančíková 2025 ?? stran : digital, PDF soubor Vedoucí práce: Andrea Escobar Rios Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis investigates the impact of three brand ambassador values—credibility, attractiveness, and relatability—on the purchasing decisions of consumers in the Czech market. The primary aim was to identify which of these values are most important for different demographic groups, specifically considering age and gender. Through a combination of theoretical analysis and a quantitative survey of Czech consumers, the research found that credibility is the most influential attribute overall, with younger consumers placing even greater emphasis on it than older consumers. Attractiveness was also found to be more important to younger respondents, likely due to their higher engagement with social media and digital marketing. Relatability was valued across all groups but did not show significant differences between demographics. The main conclusion is that age, rather than gender, significantly shapes consumer responses to brand ambassador values, suggesting that marketing strategies should be tailored more precisely to different age groups to maximize effectiveness. Způsob přístupu: Internet mezinárodní obchod [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Brand ambassador Purchase decision Branding Czech market Brand ambassador values Demographic groups Escobar Rios, Andrea ISIS:116787 ths Bahles, Michael ISIS:109984 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/89209/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/89209 Hlavní práce https://insis.vse.cz/zp/89209/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/89209/posudek/oponent/88372 Oponentura https://insis.vse.cz/zp/89209/podrobnosti dc:identifier NEPOSILAT VSKP vse89209 250918 89209