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Experiential and Interpersonal Meanings in Product-Related Texts: Analysis of Online Shopping Websites Targeting Male and Female Customers
Dombajová, Helena ; Pípalová, Renata (advisor) ; Lancová, Klára (referee)
The present diploma thesis investigates meanings in product-related texts found on brands' online shopping websites. The thesis aims to identify the meanings which are communicated in relation to the products offered and additionally, attempt to uncover potential differences in communication with male and female customers. To fulfil these objectives, a specialized corpus was assembled, comprising product-related texts from nine brands grouped around three product types - sport shoes, body lotions along with creams, and luxury watches. The texts were subsequently analysed employing Halliday's Systemic Functional Grammar (SFG) as the analytical framework. Two types of meanings, experiential and selected interpersonal meanings, were analysed, with the former being the focus of the analysis and the latter playing a complementary role. In order to offer functional explanations for observed patterns, the findings were contextualised with brand identity information. Results indicate a close interconnection between the selection of experiential and interpersonal meanings and brand identity characteristics. Furthermore, the study identifies subgenres of the examined product-related texts as well as gender-specific communication strategies related to the presented brand image, the depiction of product's positive...
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Applying of the Neuromarketing in Customer Behaviour Analysis
Doležel, Libor ; MBA, Michael Hanzelka, (referee) ; Chalupský, Vladimír (advisor)
The goal of this bachelor thesis is to analyze attitudes of costumers towards brands with method of measuring reaction times, respectively with the implicit association test, which is a tool of the neuromarketing. Individual methods and technics used in neuromarketing are divided in the theoretical part, along with its ethical issue and there is also a peek at brand. The analysis part is focused on the analysis of obtained data from respondents. In the recommendation part we focus on possible change of customers’ attitudes towards brands.
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How can Chinese sportswear and equipment brands use ethnocentrism to attract young Chinese consumers?
Su, Wenkai
With the continuous advancement of economic globalization, Chinese consumers are facing more diverse choices when shopping. This thesis aims to study how Chinese sportswear and sports equipment brands use ethnocentrism to attract young Chinese consumers. The purpose is to propose recommendations to further enhance market competitiveness. The thesis investigates the impact of consumer ethnocentrism on the purchase intentions of sportswear and equipment, primarily considering direct effects, mediating effects, and moderating effects, ultimately establishing a conceptual model. In the subsequent empirical study, the thesis collects data through online questionnaire surveys (n = 302), utilizes SPSS for regression analysis, and examines the hypotheses proposed. The results suggest that application of ethnocentrism in marketing of Chinese sportswear and sports equipment brands can be a source of competitive advantage.
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Culture Support Projects from the Point of View of the Symbolic Capital (the Case Study of the BU2R - the Budweiser Budvar Project Supporting the Urban Culture)
KOŠAŘOVÁ, Markéta
This diploma thesis focuses on the notion of brand infiltration into the field of cultural and artistic production in the case of BU2R, the project of Budweiser Budvar brewing company that claimed to support non-mainstream culture, which operated between 2007 and 2018. BU2R was a marketing platform to promote the Budweiser Budvar brand in the field of alternative and independent cultures with a focus on the urban environment and subcultures. The thesis analyzes the strategies the platform has used to integrate into the targeted field of culture. It also describes the projects that BU2R has supported and collaborated on. The principles of its functioning are interpreted with the help of the Roland Barthes's theory of the modern myth and Pierre Bourdieu's theory of the cultural field. The thesis presents the details of this campaign tactic, whose success lied mainly in the fact that it shaped the sponsored projects into the very content of the advertising campaign, while the authors of the artistic projects were usually not aware of this principle; thus they unintentionally participated in the performative impact of the campaign.
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The Analysis of Product Placement in Movie - James Bond
Bartalová, Jana ; Kruml, Milan (advisor) ; Jirák, Jan (referee)
The aim of this diploma thesis, entitled "The Analysis of Product Placement in Movie: James Bond", is primarily a quantitative and qualitative content analysis of five films, specifically those featuring Daniel Craig as Agent 007. Due to his announcement of the end in this longest running and most successful film franchise in history, I decided to conduct a comprehensive analysis of product placement, as it is very important to this film and one of the most significant if you say product placement in filmmaking. So, this is specifically an analysis of Casino Royale, Quantum of Solace, Skyfall, Spectre and No Time to Die. The first part is devoted to product placement as such its definition, history, types, advantages and disadvantages or regulation. The second part contains information about the origin of James Bond, its creator Ian Fleming, the predecessors in the film franchise and the style of Agent 007. The third section is devoted to the individual films, and includes the names of the filmmakers and cast, the content of the film, and the curiosities and brands that appear in the film. The fourth section is a quantitative analysis that looks at the portrayal of product placement in the plot of the film and includes information on which brand or industry appears most often or the total minutes...
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The impact of brands on fashion and lifestyle blogs
Cirhanová, Jiřina ; Křeček, Jan (advisor) ; Vochocová, Lenka (referee)
This master thesis' main topic is fashion and lifestyle blogs and the impact of the brands and the ideal of beauty that is widely promoted in the media on them. The aim of this thesis is to find out which type of the brands can be mostly found in the blog posts with personal style of the successful bloggers and if there is a type of physical appearance that prevails among them. I am using the quantitative image analysis of Gillian Rose to test these hypotheses on photographs of bloggers. I was inspired by the work of Catherine Lutz and Jane Collins. My hypotheses are tested on photographs from three websites (Lookbook, Chictopia, Bloglovin') where bloggers are hierarchized. Bloggers are opinion leaders. This means it is advantageous for the marketing departments of brands to collaborate with them because bloggers can effectively influence their readers. Brands play an important role in life of people that believe brands can non-verbally tell the character of the brand consumer. In these days the Eurocentric ideal of beauty and the ideal of thin bodies are forced especially on women by media. The thinness is in the advertisements connected with attractiveness and successfulness, which is transferred also in the real life of people. The conclusion of this thesis indicates that there are most often...
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Didactic analysis of the topic of international marketing and brands
Hnyková, Andrea ; Langer, Tomáš (advisor) ; Králová, Alena (referee)
This bachelor thesis deals with marketing education at secondary economically oriented schools, specifically with the topic of international marketing and brands. The first part of the thesis contains the importance and inclusion of the curriculum in the study programs. Another theoretically focused part deals with didactic aspects and means used to teach the above-mentioned topics. Because the aim of the work is creating a case study linking the two topics mentioned above, this method is discussed in chapter three and the proposal of case studies of specific IKEA brand, including the solutions and methodological guidelines for the contracting authority, is elaborated in the last fifth chapter. The fourth chapter deals with the factual analysis of the subject, including the evaluation of textbooks used for teaching subjects in marketing at secondary schools.
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YouTubers and their influence on teenager's values in the Czech Republic
Dvořák, Marek ; Wolák, Radim (advisor) ; Soukup, Martin (referee)
The thesis "YouTubers and their influence on the values and development of teenagers in the Czech Republic" aims to determine the influence of people producing and presenting their own videos on the video-sharing website YouTube, the so-called YouTubers, on the social and educational development of teenagers. YouTube is a phenomenon of today's young generation which spends much more time on social networks than in front of television or print media, so the impact of this media on young people is considerable. The YouTubers have become within a very short period of time, approximately five years, idols of adolescents and they are influencing their values, way of expression, clothing style or their opinions on the events around them. However, for many adults this phenomenon is completely unknown or misunderstood. That is also why one of the objectives of this work is to clarify the phenomenon of YouTubers. The work focuses on the analysis of the Czech YouTube scene, its production and content. The first part is devoted to defining concepts which are important for adolescence, and theoretical bases for value creation or socialization. The second part aims to analyze YouTube as a powerful media which influences socio-cultural environment of teenagers through the videos uploaded by YouTubers. This...
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Marketing Research of the Nike Brand Value among the Top and Professional Athletes
Procházková, Barbora ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Marketing research of the Nike brand value among the top and professional athletes Goals: The main goal of the bachelor thesis is to find out more about the top and professional athletes awareness of the Nike brand in the Czech Republic. The Marketing research was performed through a questionnaire. An integral part of the thesis is to reveal athlete's relationship to the brand, their related associations, to evaluate Nike products as well as the Nike position towards the other competitive brands on the sports market. Methods: The practical part of this thesis, i.e. the marketing research, was conducted via written questionnaire, results of which were supplemented with information coming from the personal interviews. Such a combination of two methods was selected in order to provide an additional and more accurate information. The personal interviews allowed to answer not only questions like "what", but especially "why". Results: Results of the research will be used to evaluate as well as to formulate recommendations for the Nike brand. The practical part contains results descriptions and graphical presentations. The outcome the study might partially help and contribute to the eventual scientific publications. It also shows a potential to use Czech athletes in the public relations and...
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