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Building Competitive Advantage of Czech Companies through Creative Online Advertising in the Single European Market
Navrátilová, Ludmila ; Kita, Jaroslav (referee) ; Šimberová, Iveta (referee) ; Turčínková, Jana (referee) ; Světlík, Jaroslav (advisor)
This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting to defined age group of consumers and it also defines the effective use of online ad formats.
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Analysis of the influence of values and norms on everyday crime
Bakalová, Jana ; Buriánek, Jiří (advisor) ; Podaná, Zuzana (referee)
The thesis deals with the crime of everyday life, i. e. unfair practices committed by individuals who are considered to be "respectable citizens". The aim of the theorical part is to define the phenomenon of everyday crime, to put it into the relevant sociological and criminological context and also to perform quantitative analysis, which will focus on two of the most important factors for prediction of everyday crime - norms and values. The theoretical part, in addition to the basic definitions of the research focuses on the concepts of values (in particular the concept of S. H. Schwartz), and also on the religiosity. Empirical part of the thesis provides the analysis of the everyay crime on the basis of two data files of the Czech population (European Social Survey 2010, Aktér 2011) and verifies the influence of norms and value profiles on the commitment of everyday crime.
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Attitudes towards Immigrants in Europe
Jarochová, Erika ; Remr, Jiří (advisor) ; Soukup, Petr (referee)
The aim of this thesis is to determine what affects cross-national differences in attitudes towards immigrants and immigration in Europe while using mainly theoretical framework of the Ethnic Competition Theory and the Human Capital Theory. We use multilevel models to test the hypotheses based on these theories. We use individual level data from European Social Survey 2014/2015 and country level data from World Bank, Eurostat, and MIPEX. The thesis finds a support for the Human Capital Theory, but does not find a clear support for the Ethnic Competition Theory. Even though economic vulnerability of a person is associated with attitudes towards immigrants, this association can be due to education. It seems in this thesis that people with higher education tend to hold more positive attitudes towards immigration of both skill levels of immigrants, professionals and laborers, than individuals with less years of education. Therefore, we find a support for the Human Capital Theory. On the contextual level, more permissive migrant integration policies seem to have positive effect on attitudes towards immigrants. Further investigation of the association between attitudes towards immigrants and immigration, and education and migrant integration policies is needed.
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Life values of the Czech society using Schwartz Value Inventory
Podsedníková, Klára ; Hamplová, Dana (advisor) ; Sedláčková, Markéta (referee)
The diploma thesis deals with the topic of measuring society-wide values according to the theory and method designed by Shalom Schwartz. The concept of values and its place in sociology is introduced, the development of Schwartz' theory and method is outlined and its varieties presented. Using the Portrait Value Survey Method, which is based on the data from the European Social Survey, the values of the Czech society are measured. This is carried out by the means of correlation and regression analyses of ten basic values with chosen descriptive variables - age, gender, education and political orientation. The results of the study does not show any significant deviations from the anticipated outcome, the values are quite traditional especially in connection with the gender and age differentiation. The values of individuals change in time and are dependent on the above mentioned factors.
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The specific factors of social exclusion of older persons and their reflection in public administration
Klinkáček, Jiří ; Čabanová, Bohumila (advisor) ; Kotrusová, Miriam (referee)
Specific factors of social exclusion of older persons and their reflection in public administration Abstract This work deals with social exclusion of older people. First try on the analysis of the concept of social exclusion to find a framework through which could later be studied its occurrence in a group of seniors. This framework is the definition of general elements that characterize social exclusion in terms of social, economic and political, which allows you to set specific indicators, which can then be examined in a group of seniors. This work is defined as the proportion of the population older than sixty years. He also works with the theme of health, which is provided as a determinant, which affects all other dimensions. The individual results gradually that seniors as a group generally show a tendency towards higher incidence of social exclusion than the general population or the unemployed. Identified dimensions were then tested using analysis of secondary data set of European social Survey 2008. Another intention of this work was to deal with reflections identified dimensions and their occurrence in public administration and the various levels identified based on the concept of multilevel governance. Reflections on the individual dimensions of social exclusion and was performed at international,...
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Analysis of the influence of values and norms on everyday crime
Bakalová, Jana ; Buriánek, Jiří (advisor) ; Podaná, Zuzana (referee)
The thesis deals with the crime of everyday life, i. e. unfair practices committed by individuals who are considered to be "respectable citizens". The aim of the theorical part is to define the phenomenon of everyday crime, to put it into the relevant sociological and criminological context and also to perform quantitative analysis, which will focus on two of the most important factors for prediction of everyday crime - norms and values. The theoretical part, in addition to the basic definitions of the research focuses on the concepts of values (in particular the concept of S. H. Schwartz), and also on the religiosity. Empirical part of the thesis provides the analysis of the everyay crime on the basis of two data files of the Czech population (European Social Survey 2010, Aktér 2011) and verifies the influence of norms and value profiles on the commitment of everyday crime.
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Building Competitive Advantage of Czech Companies through Creative Online Advertising in the Single European Market
Navrátilová, Ludmila ; Kita, Jaroslav (referee) ; Šimberová, Iveta (referee) ; Turčínková, Jana (referee) ; Světlík, Jaroslav (advisor)
This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting to defined age group of consumers and it also defines the effective use of online ad formats.
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