National Repository of Grey Literature 181 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Success factors of place branding of European cities
Zakharova, Dinara ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The thesis is devoted to determining the factors influencing the success of place branding implementation in European cities. The involvement of stakeholders in the city branding process, the focus of city branding strategy on citizens and life quality increase, the inclusion of the EU- level stakeholder represented by the "Eurocities" network, management of digital identity, and the inclusion of the rhetoric of sustainability and "greenness" into the place branding strategy are considered as factors that can influence the success of city branding implementation in European cities. The analysis proved that city branding is a complex process that cannot be influenced by only one factor. The study outlined three elements necessary for the success of city branding of European cities. These factors include the involvement of stakeholders in the city branding process, digital identity management, and the inclusion of the rhetoric of sustainability and "greenness" into the place branding strategy. Also, the combination of factors sufficient to produce place branding was identified. Thus, for place branding to be successful, the place branding strategy should simultaneously involve citizens, focus on the citizens and life quality increase, and include management of digital identity and the rhetoric of...
Semiotic analysis of chosen fashion advertisements with a focus on green marketing
Konířová, Dominika ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the fashion industry, green marketing and semiotics. The theoretical part of the work is focused on fashion and sustainability. The work first introduces the issues of the fashion industry, later on also discusses fashion markets and current trends in this industry. The work also presents examples of fashion brands in the fashion markets and the problems that the textile industry is facing. The second chapter deals with green marketing, its beginnings, the current market situation, both global and Czech, and last but not least, it introduces the issue of greenwashing. The thesis discusses the topic of sustainable consumption, which is a concept closely related to fashion and the specifics of green marketing in the fashion industry. The third chapter deals with semiotics, important theorists and their theories and defines concepts of semiotics. It also talks through the stages of semiotic analysis. The next chapter presents the methodology of the practical part of the bachelor thesis. The practical part of the work is covered in the fifth chapter, in which semiotic analysis is performed on selected marketing communication. For each analysed advert, text identification and first and second level labeling analysis were performed. Based on the analysis, it was possible...
Generation Z's attitude towards online privacy protection and data collection for personalized advertising
Kubiš, František ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This Bachelor thesis looks at perception of the impact of personalised advertising on privacy protection of social networks users, namely Facebook and Instagram. In the theoretical part, therefore, the concept of privacy is first defined, generation Z is further characterized, and finally the business model of Facebook and Instagram, based on personalized advertising and data collection, is described. In the practical part of the work, in-depth interviews with representatives of the Czech generation Z are evaluated, and based on the data obtained, it is examined what awareness the Czech generation Z has about the functioning of personalized advertising, about the extent of related data collection, and finally about overall attitude and approach to the issue of online privacy is also examined.
The Portray of Woman in an Advertisment for Intimate Products on Social Media
Filipová, Klára ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the issue of gender stereotypes in advertising for intimate women's products. The topic is first described from a theoretical point of view, where the concept of gender stereotype and menstrual taboo is explained The chosen methodology of the work is quantitative content analysis, which examines the contents of the profiles of the selected brands Always, tampons o.b., Ria and Snuggs on the Instagram social network for the calendar year 2021. The results of the analysis show that a woman during menstruation is depicted alone behind the closed door of the home. In their communication, brands use elements of de-tabooing menstruation, but do not include men in the communication. The stereotypical depiction of a woman in white clothes and actively playing sports is disappearing from the advertising space.
A case study on public diplomacy and nation branding - the Czech center in New York City
Richter, Daniel ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The bachelor thesis "A case study on public diplomacy and nation branding - the Czech center in New York City" focuses on the activities of Czech Centers, specifically the Center in New York, in communicating the objectives of the Czech Republic's foreign policy and building a positive image of the country amongst the foreign public. In the introductory theoretical part with the definition of the terms, public diplomacy and nation branding, it summarizes the mission, history and development of the Czech Centers and describes the government's concept of a unified foreign presentation of the Czech Republic. It also recalls the history of the New York Czech Center. The practical part is based on the author's research on a sample of the American and Czech public about their awareness of the existence of the Czech Centers, or the Czech Center in New York, and their preferences and recommendations regarding its program offerings. The author confronts these findings with the actual program of the New York Center. The thesis also focuses on the actual communication with the target groups of the New York Czech Center, drawing on published documents and interviews with representatives of the Czech Centers. The findings are summarized in an analysis, based on which the author presents brief recommendations...
Advertising on Instagram profiles of Czech influencers from Generation Z
Novotná, Lucie ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Reklama na instagramových profilech českých influencerů generace Z Bakalářská práce Autor práce: Lucie Novotná Abstrakt anglicky Abstract This bachelor thesis focuses on advertising on Instagram profiles of the ten most followed Czech influencers from Generation Z. The theoretical part of the thesis defines terms such as Instagram, influencers, Generation Z and explains the general principles of influencer marketing, the functioning of advertising on Instagram and the forms of partnerships between brands and influencers. The practical part of the thesis then focuses on the ten specific influencers and looks in detail at their collaborations with brands. By analysing data from the Instagram profiles of these influencers from the year 2020, all their posts containing advertising are examined. The aim of this bachelor thesis is to map the area of advertising on the Instagram profiles of the most followed Czech influencers from Generation Z and to describe the approach these influencers have to advertising - what is the form of the advertisements on their profiles, what product or service they promote and whether it is a one-off or long-term collaboration with given brands. And most importantly, the thesis examines whether the most followed influencers label their advertising and, if so, the ways of how they...
Concept of Sustainability in business
Šalplachtová, Iva ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
The thesis deals with the theoretical basis of concepts such as sustainability and corporate social responsibility, always regarding the division into three pillars - environmental, economic, and social. These are the basic building blocks of all chapters, as well as the whole work. Based on these concepts, it was necessary in the first part to state the reasons why these concepts were created, and it is important to talk about them today - specifically in the chapters on the current situation of the world and its crises. The practical part is focused on a case study of the company Myslíš ?, which basically builds on these pillars and topics. The company is mapped for a period of two years from its establishment until the time of writing this work. The study concludes with a discussion that discusses whether the concept is correct and functional and asks other questions.
Influence of CSR on brand image promotion
Maršál, Jakub ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis deals with corporate social responsibility and examines how this responsibility helps with improvement of the company's image. The work is divided into two parts. The theoretical part explains the history of CSR, the definition of important concepts and presents the development of the theoretical concept of social responsibility. The practical part is processed by an analysis carried out by a questionnaire survey, which examines the preferences of respondents in this area and finds out whether CSR activities help to improve the company's image. In conclusion the data is evaluated and possible adjustments that would help in this area are suggested.
In-store Marketing Communication of Perfume Chain Sephora
Gajdučeňa, Darija ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main objective of this bachelor thesis is in-store marketing communication and its use in cosmetic stores. The theoretical part of the thesis deals with in-store marketing communication, the use of POP and POS tools, building the atmosphere at the point of sale and the use of sensory marketing to influence the consumer in stores. This briefly describes the cosmetics industry, its current form and the historical development of specific segments at the turn of the 19th and 20th century. The practical part of the thesis first introduces Sephora perfumery on a global scale, then focuses only on Czech stores. This is followed by a description of the common features of Czech Sephora stores and a description of two pre-selected stores on Václavské náměstí and Národní třída in Prague. The research part is devoted to the analysis of data obtained with the help of qualitative interviews conducted with customers of Prague Sephora stores. The aim of the thesis is to evaluate the use of in-store marketing communication in cosmetic stores.

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