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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Brand product as a source of role identity
 Štanglová, Veronika ; Novotná, Eliška (advisor) ; Syrovátka, Oldřich (referee)
This thesis focuses on the analysis of the way a product label forms a customers identity and more precisely the identity of a given social group. The aim of this thesis is to analyse the way a product label contributes to the creation and formation of an individual consumers identity. It involves the analysis of the waya purchase of a certain kind of goods is related to the customers lifestyle or hisbelonging to a certain social group. The author of this thesis intends to capture the purchase behaviour and to evaluate to what extent a product label influences the creation of a customers identity.
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