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Using of colours in marketing communication based on their perception in different cultures
Marková, Alena ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
Bachelor thesis is devoted to intercultural marketing in the connection with colour perception in different cultures. The main goal of the thesis is to reveal, whether brands work with colour schemes on their websited according to the perception of colours in different cultures. The first part of the thesis theoreticaly anchors the concept and definition of culture, where i tis focused on its aspects, asquisition or development. This part is followed by the chapter focused on intercultural marketing, which primarily describes the proces of the company's expansion into a new market. A great part of thesis is devoted to the theory of colours, their properties and, given by the aim of the work, also to how the colours are perceived in different parts of the world and what associations they evoke. In the practical part, the method of qualitative content analysis examines whether the colour palette of companies differs in different countries and if so, whether they differ in accordance with the perception of colours in these countries. McDonald's and Burger King fast food chain sites were chosen for this purpose. According to the results of the analysis, companies stick to their global concept, and if they are already working with the scheme, this is not primarily due to the perception of colours by...
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Inclusion in fashion indrustry and its perception in Czech environment
Rosová, Sylvie ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
This bachelor thesis focuses on the inclusion in the fashion industry and its perception in Czech environment. At first, the topic is theoretically introduced from two points of view, one of them being the inclusion in fashion industry and second one being inclusive marketing. Theoretical part not only describes inclusion as a general topic but also concentrates on 5 in the fashion field often discriminated groups, those being: people of different race and ethnicity, plus-size people, people older than 50 years, people from LGBTQ+ community and disabled people. These groups are considered to be the most important in the area of inclusion. From the marketing point of view the paper describes how to engage each of the minority groups and how their involvement in fashion can affect customers and the company. Inclusive marketing is then explained in context of other related terms such as CSR or multicultural marketing. The practical part then put the topic of inclusion in fashion industry into the context of Czech environment. It examines and describes the way how Czech consumers perceive inclusion in fashion industry. At first, the opinion of respondents regarding inclusion in fashion industry in general is discussed. Secondly, the opinion regarding each of the 5 groups separately is discussed....
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The perception of corporate social responsibility and its impact on consumer behavior of the generations Z
Časarová, Dominika ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis focuses on introducing the concept of Corporate Social Responsibility (CSR), its perception by the representatives of Generation Z and its potential impact on consumer behavior of members of this cohort. According to many studies, Generation Z wants companies to have values that align with their own and to help address current societal issues. The first part of the thesis outlines the general aspects of CSR and its integration into corporate strategy. The next part explores the problematics of consumer behavior and the factors that influence it. The last part then defines the term generation and introduces current generational cohorts. The empirical part focuses on Generation Z, their consumer behavior and attitude to CSR. The research was conducted in the form of semi- structured individual interviews with representatives of given generation. Its objective was to find out how Generation Z perceives the role of CSR in today's world and whether it somehow influences their consumer behavior.
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Trends, development and perception in the context of programmatic advertising
Cahlík, Zdeněk ; Koudelková, Petra (advisor) ; Stillerová, Markéta (referee)
The diploma thesis is focused on the area of Internet media, namely the monetization of advertising, which Internet provides through the programmatic purchase of an internet advertisements that are focused on Real Time Bidding (RTB). The theoretical part deals with a brief analysis of the US media landscape, especially the phenomenon of the programmatic way of buying online advertisements in connection with technological development and optimization strategies in the Internet environment. It represents the emergence of the programmatic purchase, deals with the various forms of online advertising and its development. There is an introduction to two different online media strategies of banking institutions, which are further explored within the exploratory comparative technique - experiment in the practical part. This section focuses on changing technical settings, along with changing ad buying when changing key settings as a part of the ad serving campaign. The aim of the diploma thesis is to introduce the possibilities offered by programmatic advertising within online media in the Czech Republic. It summarizes knowledge in the context of the development of electronic advertising in the application of the two online media strategies of the banking institution.
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Analysis of media and social-cultural effect of Prague fashion week on Czech fashion business between years 2017 and 2018
Fialíková, Lucie ; Koudelková, Petra (advisor) ; Lütke Notarp, Ulrike (referee)
The holistic goal of this diploma thesis titled Analysis of Media and Socio-Cultural Impact of Prague Fashion Week on the Field of Czech Fashion between 2017 and 2018 was not only the application of knowledge acquired through study at Charles University in the Czech Republic, which has been my alma mater for over five years, but also its link to my current professional mission, i.e. advocacy of the field of Czech fashion. Writing the thesis during these trying times, when the society is afflicted by the coronavirus pandemic, and following the news in the field of fashion and its responses, I realized I would like to get involved in advocacy of the field on a more active and profound level, not only as the Prague fashion week Project Coordinator, but on the level of legislative bodies, where I would like to aid advocacy of the field, which comprises a reorganization of the education system in order to include fashion as a functional cultural phenomenon in the national heritage list. This diploma thesis, marking an end of a phase of my life, aspires to become a springboard for my next project/mission. The formal goal of the thesis research was to find relevant answers to hypotheses and research questions stipulated in the thesis statement. In conclusion, it can be deduced from the quantitative...
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Communication of Czech Wine Associations (VOC) in the Digital Era
Mrázová, Anna ; Koudelková, Petra (advisor) ; Wolák, Radim (referee)
Social media has been getting more and more attention from common users as well as businesses. Although the level of social media adoption varies by sector and geographical location, all companies strive to understand which social media platforms adopt and how to effectively use them. There is a specific position for the winery sector, which is widely recognised as traditional. However, more and more people search for information, share information and purchase goods or services online, which made presence on social media inevitable even for wineries. There is a body of literature concerning wineries' social media adoption and usage, however there is none of such kind to be found in the Czech Republic. Thus, this paper's aim is to fill this gap and to find out to what extent do Czech wineries use social media and why. This paper investigates 96 responses from wineries from all regions of the Czech Republic. The evidence is that the common communication channels of Czech wineries are rather traditional, being it personal communication, email or phone. However, the level of social media adoption in comparison with Australia, Germany or New Zealand is rather high. Although Czech wineries value social media, there is a significant lack of knowledge in how to use them efficiently.
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Direct Elections of the Czech President in the Magazine Katolický týdeník
Švehlová, Kateřina ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The presented bachelor's thesis deals with the issue of the Czech Catholic media. The printed periodical Katolický týdeník occupies a completely privileged position among them. The aim of this bachelor's thesis is to map how Katolický týdeník approached the topic of two direct presidential elections in the Czech Republic. These events can be considered not only as socially significant and highly monitored in the media, but their result is also relevant for the position of the Catholic Church in the Czech society due to the competencies and especially the symbolism of the presidency. The theoretical introduction outlines the position of the Catholic media in the period of presidential elections in the Czech Republic based on the reflection of the situation of the Catholic Church in the Czech Republic and its relationship to the media and the state. Other chapters present the most important Czech Catholic media, introduce Katolický týdeník as a key periodical for the analytical part and provide a brief overview of the course of the two direct presidential elections in the Czech Republic. The analytical part answers the main research questions - what was the place of the direct presidential elections in the Czech Republic in 2013 and 2018 in the agenda of Katolický týdeník and how the periodical...
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