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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Vnímání čínských hi-tech značek v Evropě
 Vargasová, Nikola ; Král, Petr (advisor) ; Cook, Gina (referee)
The thesis "Perception of Chinese hi-tech brands in Europe" examines how Chinese origin affects the perception of hi-tech brands by European customers. The theoretical part deals with the concept of country of origin and its relationship to the concept of brand equity. The practical part is devoted to the research on the topic of perception of Chinese smartphones in Europe. The research results confirm both hypotheses: 1. Customers when choosing a smartphone brand are not affected by the country of origin. 2. European customers do not perceive Chinese hi-tech products as of low quality.
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The position of European brands in the automotive market in the PRC
 Vargasová, Nikola ; Zapletal, Petr (advisor) ; Střecha, Michal (referee)
The aim of this thesis is to evaluate the present position of the European brands in the Chinese car market and outline possible future developments and opportunities for growth. The first chapter characterizes the automotive market in the EU and the PRC. The next section describes the development of trade in automotive products between the EU and the PRC. Finally, a SWOT analysis of European automakers in the Chinese market is performed.
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