Original title: Srovnání image značky Craft v ČR a v Norsku z pohledu studentů
Translated title: Image of the Craft brand in the Czech Republic compared to Norway from the students' point of view
Authors: Karochová, Simona ; Voráček, Josef (advisor) ; Čáslavová, Eva (referee)
Document type: Bachelor's theses
Year: 2012
Language: cze
Abstract: [cze] [eng]
❆❜str❛❦t ◆á③❡✈✿ ❙r♦✈♥á♥í ✐♠❛❣❡ ③♥❛↔❦② ❈r❛❢t ✈ ❷❡s❦é r❡♣✉❜❧✐❝❡ ❛ ✈ ◆♦rs❦✉ ③ ♣♦❤❧❡❞✉ st✉❞❡♥t➲ ❈í❧❡✿ ❇❛❦❛❧á➦s❦á ♣rá❝❡ ❥❡ ③❛♠➙➦❡♥❛ ♥❛ ♣r♦❜❧é♠ ✐❞❡♥t✐✜❦❛❝❡ ✐♠❛❣❡ s♣♦rt♦✈♥í ③♥❛↔❦② ❈r❛❢t✱ ❦t❡rá s❡ ③❛❜ý✈á ✈ýr♦❜♦✉ ❢✉♥❦↔♥í❤♦ ♦❜❧❡↔❡♥í✱ ✈ ❷❡s❦é r❡♣✉❜❧✐❝❡ ❛ ✈ ◆♦rs❦✉✳ ❈í❧❡♠ ♣rá❝❡ ❥❡ ♥❛ ③á❦❧❛❞➙ ✈ýs❧❡❞❦➲ ♠❛r❦❡t✐♥❣♦✈é❤♦ ✈ý③❦✉♠✉ sr♦✈♥❛t ✐♠❛❣❡ tét♦ ③♥❛↔❦② ❛ ♥❛✈r❤♥♦✉t ♣➦í♣❛❞♥á ➦❡➨❡♥í✱ ❦t❡rá ❜② ♠♦❤❧❛ ✈ést ❦❡ ③❧❡♣➨❡♥í ✐♠❛❣❡ ③♥❛↔❦② ❈r❛❢t ♥❛ ↔❡s❦é♠ ↔✐ ♥♦rs❦é♠ tr❤✉✳ ▼❡t♦❞②✿ ❱③♦r❡❦ ✈ý③❦✉♠✉ ❥❡ ✈②❜rá♥ ③ ➦❛❞ s♣♦rt♦✈♥➙ ③❛❧♦➸❡♥ý❝❤ st✉❞❡♥t➲ ✈ ❷❡s❦é r❡♣✉❜❧✐❝❡ ✐ ◆♦rs❦✉✱ ❦t❡➦í ♣➦❡❞st❛✈✉❥í ♣♦t❡♥❝✐á❧♥í ③á❦❛③♥í❦② tr❤✉ s ❢✉♥❦↔♥í♠ ♦❜❧❡↔❡♥í♠✳ ❚✐ s✈➲❥ ♣♦st♦❥ ❦❡ ③♥❛↔❝❡ ✈②❥á❞➦✐❧✐ ✈ ❡❧❡❦tr♦♥✐❝❦é♠ ❞♦t❛③♥í❦✉✳ ❱ýs❧❡❞❦②✿ ❱ý③❦✉♠ ✉❦á③❛❧✱ ➸❡ ✐♠❛❣❡ ③♥❛↔❦② ❈r❛❢t ❥❡ ✈ ♦❜♦✉ ③❦♦✉♠❛♥ý❝❤ ③❡♠í ♣♦③✐t✐✈♥í✳ ❩á✲ ❦❛③♥í❝✐ ♦❝❡➡✉❥í ♣➦❡❞❡✈➨í♠ ❞♦❜r♦✉ ❦✈❛❧✐t✉ ③❛ ♣➦í③♥✐✈♦✉ ❝❡♥✉✳ ■♠❛❣❡ ③♥❛↔❦② ❥❡ ❧❡♣➨í ✈ ❷❡s❦é r❡♣✉❜❧✐❝❡ ✈ ♣♦r♦✈♥á♥í s ◆♦rs❦❡♠✳ ❑❧í↔♦✈á s❧♦✈❛ ■♠❛❣❡✱ ③♥❛↔❦❛✱ ❈r❛❢t✱ ♠❛r❦❡t✐♥❣♦✈ý ✈ý③❦✉♠ ❆❜str❛❝t ❚✐t❧❡✿ ■♠❛❣❡ ♦❢ t❤❡ ❈r❛❢t ❜r❛♥❞ ✐♥ t❤❡ ❈③❡❝❤ ❘❡♣✉❜❧✐❝ ❝♦♠♣❛r❡❞ t♦ ◆♦r✇❛② ❢r♦♠ t❤❡ st✉❞❡♥ts✬ ♣♦✐♥t ♦❢ ✈✐❡✇ ❖❜❥❡❝t✐✈❡s✿ ❚❤❡ t❤❡s✐s ❢♦❝✉s❡s ♦♥ t❤❡ ♣r♦❜❧❡♠ ♦❢ ✐♠❛❣❡ ✐❞❡♥t✐✜❝❛t✐♦♥ ♦❢ t❤❡ ❈r❛❢t s♣♦rt ❜r❛♥❞✱ ✇❤✐❝❤ ♣r♦❞✉❝❡s ❢✉♥❝t✐♦♥❛❧ ❛t❤❧❡t✐❝ ✇❡❛r ✐♥ ❜♦t❤ t❤❡ ❈③❡❝❤ ❘❡♣✉❜❧✐❝ ❛♥❞ ◆♦r✇❛②✳ ❚❤❡ ❛✐♠ ♦❢ t❤❡ ♣❛♣❡r ✐s t♦ ❝♦♠♣❛r❡ t❤❡ ✐♠❛❣❡ ♦❢ t❤✐s ❜r❛♥❞ ❜❛s❡❞ ♦♥ t❤❡ r❡s✉❧ts ♦❢ ♠❛r❦❡t✐♥❣ r❡s❡❛r❝❤ ❛s ✇❡❧❧ ❛s s✉❣❣❡st ♣♦ss✐❜❧❡ s♦❧✉t✐♦♥s ✇❤✐❝❤ ♠❛② ❧❡❛❞ t♦ ✐♠♣r♦✲ ✈❡♠❡♥t ♦❢ t❤❡ ❈r❛❢t ❜r❛♥❞ ✐♠❛❣❡ ❛t t❤❡ ❈③❡❝❤ ❛♥❞ ◆♦r✇❡❣✐❛♥ ♠❛r❦❡t✳ ▼❡t❤♦❞s✿ ❚❤❡ r❡s❡❛r❝❤ s❛♠♣❧❡ ✐s s❡❧❡❝t❡❞ ❢r♦♠ st✉❞❡♥ts ✇✐t❤ ♣♦s✐t✐✈❡ ❛tt✐t✉❞❡s t♦✇❛r❞s s♣♦rt ✐♥ t❤❡ ❈③❡❝❤ ❘❡♣✉❜❧✐❝ ❛♥❞ ◆♦r✇❛②✱ ✇❤✐❝❤ ✐♥ t✉r♥ ❞r❛✇s ✐♥ ♣♦t❡♥t✐❛❧ ❝✉st♦♠❡rs ❛t t❤❡ s♣♦rt ❝❧♦t❤✐♥❣ ♠❛r❦❡t✳ ❘❡s♣♦♥❞❡♥ts ✇❡r❡ ❛s❦❡❞ t♦ ✜❧❧ ♦✉t ❛♥ ♦♥✲❧✐♥❡ q✉❡st✐♦♥♥❛✐r❡✱ ✐♥ ✇❤✐❝❤ t❤❡② ❡①♣r❡ss❡❞ t❤❡✐r ♦♣✐♥✐♦♥s✳ ❘❡s✉❧ts✿ ❚❤❡ r❡s❡❛r❝❤ s❤♦✇❡❞ t❤❛t ✐♠❛❣❡ ♦❢ t❤❡ ❈r❛❢t ❜r❛♥❞ ✐s ♣♦s✐t✐✈❡ ✐♥ ❜♦t❤ ❝♦✉♥tr✐❡s✳ ❚❤❡ ❝✉st♦♠❡rs ❛♣♣r❡❝✐❛t❡ ♣r✐♠❛r✐❧② ❣♦♦❞ q✉❛❧✐t② ❢♦r ❝♦♥✈❡♥✐❡♥t ♣r✐❝❡✳ ■♠❛❣❡ ✐s ❜❡tt❡r ✐♥ t❤❡ ❈③❡❝❤ ❘❡♣✉❜❧✐❝ ❝♦♠♣❛r❡❞ t♦ ◆♦r✇❛②✳ ❑❡②✇♦r❞s ■♠❛❣❡✱ ❜r❛♥❞✱ ❈r❛❢t✱ ♠❛r❦❡t✐♥❣ r❡s❡❛r❝❤
Keywords: brand; Craft; Image; marketing research; Craft; Image; marketingový výzkum; značka

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/45671

Permalink: http://www.nusl.cz/ntk/nusl-500128


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Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Bachelor's theses