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Marketing research of the Mizuno brand value
Hrušková, Karolína ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Mizuno brand value Objectives: The main objective is to determine the value of the Mizuno brand in terms of the perception of Czech customers from the volleyball market. To meet the main goal, it is necessary to find out what consumers have experienced with the brand. Based on the results of the research, measures will be proposed that could lead to an increase in the perceived value of the Mizuno brand on the Czech market. Methods: Marketing research was proven by a quantitative method of electronic surveying. An electronic questionnaire was used to collect data, through which 358 respondents record their answers. The research sample was composed of volleyball equipment users who answered questions related to Aaker's two dimensions of the brand, namely brand knowledge and brand loyalty. Results: Research has generally shown very positive results for the Mizuno brand. It is the most popular and most often associated brand with volleyball. Mizuno has a leading competitive position, which it should constantly protect from brands such as Asics and Nike. Of the two categories examined, the value of the Mizuno brand appears to be a stronger knowledge of the brand, as almost everyone in the volleyball field is aware of it. Brand elements are also well known among respondents,...
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Responsible brand management
Bolfová, Natálie
Bolfová, N. Responsible Brand Management. Bachelor thesis. Brno: Mendel University, 2018. This bachelor thesis deals with the mutual relationship between corporate social responsibility and brand management in the Czech coffee industry and is applied on the local coffee-roasting plant Rituale caffè. The main aim of the thesis was, on the basis of a secondary data analysis of the Czech coffee market with its major brands, two questionnaire surveys for coffee consumers and Rituale caffè’s customers, analysis of current CSR activities, branding elements, and considering the threats, opportunities, strengths and weaknesses, to suggest recommendations for the future more responsible brand management. These recommendations include e.g. informing the general public about social and environmental problems with which coffee industry has to deal and promote their current responsible activities. Subsequently, creating a slogan, changing the coffee package material, or, if necessary, employing disadvantaged people. The final proposal is designed and calculated, and secures more responsible brand management, brand awareness and builds a loyalty program.
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Influence of Customers Involvement on Brand Loyalty
Vebrová, Tereza ; Hron, Jan (advisor) ; Rojík, Stanislav (referee)
The dissertation thesis focuses on identifying relationship between brand loyalty and customer
product involvement. The main goal is to find out whether customer product involvement has
a positive effect on brand loyalty. In the theoretical basis are defined the main terms of brand
loyalty and customer product involvement and are discussed various approaches of authors who
examined the issue. The own research follows after the theoretical part whose primary data was
collected by using an electronic questionnaire. The research was applied to the area of
telecommunication services in the Czech Republic. On the basis of factor analyses were
evaluated factors a web-based brand loyalty and customer product involvement with these
factors were then made cluster analyses to find customers segments. Using correlation analyses
were determined the effects of sociodemographic variables on brand loyalty and customer
product involvement. At the same time it was also found the relationship between brand loyalty
and customer product involvement. The research results are used for the development of the
discipline, are discussed in the context of previous studies and are described in terms of
theoretical and practical use.
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Brand management and research of Brand Name Škoda
LANG, Petr
The aim of this thesis is was to perform a marketing research in the area of the possibilities of car purchase repetiveness of the brand Škoda and to design actions to improve and to strengthen the brand loyalty. The data needed for this thesis were collected by the means of the online field-research. The suggested means of the brand loyalty improvement are result of the data output of the research.
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