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Impact Analysis of Music Events of Selected Beverage Brands
 Holas, Ondřej ; Postler, Milan (advisor) ; Obdržálek, Lukáš (referee)
The thesis Impact Analysis of Music Events of Selected Beverage Brands describes the way certain beverage companies use music events to communicate with customers and how event marketing contributes to raising public awareness. The theoretical part focuses on marketing and commercial communication and also on event marketing and its relation to a brand. In the practical part, which is based on a research conducted by means of a questionnaire, the impact of events on end consumer's brand perception is analysed. This analysis is accompanied by an expert interview with a Jägermeister representative, followed by opinions of other professionals who give their point of view.
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