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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Comparison of the athletes and bloggers influence on the behavioral intentions of secondary school students
 Bernardová, Martina ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Comparison of the athletes and blogger influence on the behavioral intentions of secondary school students Objectives: The main objective of this diploma thesis is to compare the influence of athletes and bloggers on the buying preferences of the students of Czech high school through marketing research. Methods: In the thesis are used two interdependent methods. The first of these methods is a questionnaire survey, which includes 508 respondents who were high school students during the survey. 32 respondents separated in two groups attended the second method, which is a focus group. Results: The research results show that athletes influence the behavioral intentions of secondary school students more than bloggers in every researched sphere. The main difference in effectivity is clear from the comparison between both groups by respondents. Keywords: marketing communication, shopping behaviour, reference group, generation Z, sports celebrity, influencer
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The participation of professional athletes in TV advertisement in the Czech Republic
 Bernardová, Martina ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: The participation of professional athletes in TV advertisement in the Czech Republic Objectives: The main objective of this bachelor thesis is to explore the perception and opinions of a selected group of consumers on the participation of the current as well as former professional athletes in TV advertisement. This research has been conducted by using qualitative methods of marketing research. Methods: This bachelor thesis is using three interdependent qualitative methods. The first of these methods is an in-depth interview based on a narrative followed by a group discussion. This form of research included a sample of 7 respondents who were members of the Y generation. The last method was an in-depth interview based on open-ended questions conducted with athletes who have already participated in TV advertisement. Results: The outcome of this research suggests that generation Y respondents positively accept participation of professional athletes in TV advertisement. These respondents appreciate the mutual connection between professional athletes and advertised products, robust marketing campaign as well as solid presentation of the professional athlete in front of TV cameras. Keywords: marketing communication, advertisement, communication media, sports celebrity
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See also: similar author names
1 Bernardová, Marcela
2 Bernardová, Marie
2 Bernardová, Milena
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