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National Repository of Grey Literature

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Celebrities Involvement in Media Marketing Communication Uhrynová, Iva ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee) Main purpose of this thesis is to bring a reader into the problem of celebrity involvement in media marketing communication. In the thesis I explain the basic terms of celebrity marketing, consumer behavior, reference groups, marketing communication and celebrity endorsement. The application part focuses on my own research concerning the attitude of the Czech population sample to the advertisements with celebrities. Detailed record

Autentičnost přístupu firem k podnikatelské etice a společenské odpovědnosti Uhrynová, Iva ; Čaník, Petr (advisor) ; Kučerová, Libuše (referee) Bakalářská práce se zaměřuje na téma autentičnosti firem v oblasti podnikatelské etiky. V teoretické části vymezuje základní pojmy, v části praktické analyzuje aktivity společenské odpovědnoti vybraných firem, s cílem zjistit, zda-li jsou tyto firmy v obasti BE dostatečně autentické. Detailed record

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