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Comparative advertisemenet - the development of its regulation in Czech law
Šmukařová, Kateřina ; Horáček, Vít (advisor) ; Eichlerová, Kateřina (referee)
Resumé The aim of the thesis "Comparative advertising - the development of its regulation in Czech law" is to analyze the development of comparative advertising in the Czech legislation, to make a comparison with the EU legislation and to examine development trends in comparative advertising. The thesis is divided into four key parts. First part discusses general issues of comparative advertising, ways of comparison in advertising, understanding of comparative advertising in the past and general regulation of advertising. Second part of the thesis analyses development trends in the Czech regulation of comparative advertising. This part analyzes two key phases - understanding of comparative advertising before and after accepting the amendment of the Commercial Code (1st January 2001) that introduced explicit regulation of comparative advertising. The thesis evaluates compatibility of conditions of permeability in the Commercial Code to the ones in the EU directive, assesses strictness of the conditions and examines the relationship of comparative advertising to other explicitly regulated types of the unfair competition in the Commercial Code. In relation to the requirement of the single regulation of the comparative advertising in the EU it is possible to evaluate the regulation in the Commercial Code -...
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Comparative advertisemenet - the development of its regulation in Czech law
Šmukařová, Kateřina ; Eichlerová, Kateřina (referee) ; Horáček, Vít (advisor)
Resumé The aim of the thesis "Comparative advertising - the development of its regulation in Czech law" is to analyze the development of comparative advertising in the Czech legislation, to make a comparison with the EU legislation and to examine development trends in comparative advertising. The thesis is divided into four key parts. First part discusses general issues of comparative advertising, ways of comparison in advertising, understanding of comparative advertising in the past and general regulation of advertising. Second part of the thesis analyses development trends in the Czech regulation of comparative advertising. This part analyzes two key phases - understanding of comparative advertising before and after accepting the amendment of the Commercial Code (1st January 2001) that introduced explicit regulation of comparative advertising. The thesis evaluates compatibility of conditions of permeability in the Commercial Code to the ones in the EU directive, assesses strictness of the conditions and examines the relationship of comparative advertising to other explicitly regulated types of the unfair competition in the Commercial Code. In relation to the requirement of the single regulation of the comparative advertising in the EU it is possible to evaluate the regulation in the Commercial Code -...
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Price Apprehension of the Custumer Chosen Retail Chains in Relation to their Image
Šmukařová, Kateřina ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
Práce je rozdělena do pěti kapitol. Teoretická část práce obsahuje kapitoly Cena, Image, Chování spotřebitele a Současné trendy v retailu, praktická část práce zahrnuje kapitolu Výzkum v hypermarketu Globus. Teoretická část práce vystihuje hlavní teoretické poznatky z oblasti problematiky tvorby a vnímání cen, vysvětluje pojem image a zabývá se způsoby jeho analýzy, popisuje faktory, které ovlivňují chování spotřebitele a vystihuje hlavní současné trendy v retailu zejména v České republice. Praktická část obsahuje výsledky cenového výzkumu a zhodnocení image hypermarketu Globus.
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