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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
The Czech Republic as country of origin of products – concentrated on chosen segment
 Naisarová, Jana ; Olšanová, Květa (advisor) ; Horáková, Miroslava (referee)
This thesis is divided into theoretical and application part. The theoretical part includes an introduction to subject of country of origin and terminology. The application part implements the discovered findings in the context of the Czech Republic and chosen segment. The essential objective of this thesis is introducing the concept of Country of Origin as one of the key elements defining consumer behaviour. Another goal is to find an attractive segment for successful branding of the Czech Republic, while drawing benefits from the use of the country of origin by companies. This thesis also analyses the impact of country of origin on the marketing strategies of selected companies and the image of the Czech Republic as country of origin of products in chosen segment. The output of this theses are adjustments recommendations of communication of the Czech Republic, as the country of origin of the goods of the chosen segment.
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Interpretation of advertising based on using metaphors
 Horáková, Miroslava ; Ivan, Michal (advisor) ; Kladný, Tomáš (referee)
This thesis deals with metaphors in the conception of George Lakoff and Mark Johnson. Metaphor is one of the fundamental principles anchored in our conceptual system and in our relationship to the world. Metaphors reveal how the world is saved in our language. This thesis illustrates a method of forming metaphors on the example of advertisements. It closely focuses on the cultural differences.
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See also: similar author names
7 HORÁKOVÁ, Magdaléna
3 HORÁKOVÁ, Marcela
26 HORÁKOVÁ, Markéta
9 HORÁKOVÁ, Martina
11 HORÁKOVÁ, Michaela
1 HORÁKOVÁ, Milada
2 Horáková, M.
7 Horáková, Magdalena
7 Horáková, Magdaléna
1 Horáková, Malvína
5 Horáková, Marie
26 Horáková, Markéta
9 Horáková, Martina
11 Horáková, Michaela
1 Horáková, Miriam
11 Horáková, Monika
7 Hořáková, Magdalena
5 Hořáková, Marie
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