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Types of brand personification on the Czech market
Nierostková, Klára ; Klabíková Rábová, Tereza (advisor) ; Konrádová, Marcela (referee)
This bachelor thesis deals with types of brand personification on the Czech market. The aim of the thesis is to describe different models of personification and their division based on the AMOP structure. The thesis serves to summarize the basic information on this topic and compare it with the actual advertisements that we could or still can see on the Czech market. This summary has been created in order to bring together the various theories contained in the literature, as this topic, despite its great application in practice, is not given much attention and a substantive summary of this information is basically non-existent. The knowledge contained in the theoretical part is reflected in the practical part, as some of the questions for the unstructured interviews with practitioners were designed so that the respondents respond to the content of the theoretical part with their knowledge and opinions that they have developed over years of practice and use of brand personification. The responses of the practitioners are compared to see the agreements and disagreements in their views.
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The effect of athletes in the marketing communication of companies on consumers of the Z generation
Skrbek, Matěj ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: The effect of athletes in the marketing communication of companies on consumers of the Z generation Objectives: The main objective of the bachelor thesis is to find out through focus groups whether athletes appearing in companies' marketing communications influence the purchasing decision process of Generation Z consumers and if so, to what extent. Methods: The qualitative method of focus groups was used in this study. The scenario for these focus groups was developed based on operationalization and literature search. Data analysis was conducted using a summarizing protocol and then the grounded theory method was used to create a model of the effect of athletes in corporate marketing communications on Generation Z consumers. Results: Athletes in marketing communication have a positive effect on the credibility of the entire message, as well as on promoting brand loyalty and building product awareness among Generation Z representatives. However, this effect varies from one Generation Z to another, as they are demanding consumers who require originality and an individual approach. Companies must therefore choose the appropriate form of communication to reach as many Generation Z consumers as possible. Keywords: marketing, generation Z, sports celebrities, buying behaviour, celebrity endorsement
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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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The Using of Celebrity Endorsement in the ZOOT magazine Interviews
Drachovská, Zuzana ; Miessler, Jan (advisor) ; Štoll, Martin (referee)
This master thesis is focusing on celebrity endorsement used for product, brand or company promotion. The chosen example is compared with similar competitive ones and demonstrates critical view on celebrity endorsement as a phenomenon and also celebrities. The Grounded theory using repeated reading and coding is chosen as an analysis method for this thesis. This method is used in empirical part of the paper, applied on the interviews from every issue of the magazine ZOOT published and its results are interpreted and evaluated afterwards. The main aim of this thesis is to confirm or disprove the statement that magazine ZOOT uses communication strategy that differentiate it from its competition.
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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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Multiple Brand Celebrity Endorsement: David Beckham Case Study
Hiblerová, Adéla ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
The Bachelor's Thesis on the topic of Multiple Brand Celebrity Endorsement: David Beckham Case Study focuses primarily on the issue of multiple endorsement of a number of brands by one celebrity. To be able to put this topic into perspective does this thesis begin with a description of celebrity endorsement as itself, defines 'celebrity', and also introduces various approaches towards cooperation of a celebrity and a brand in general. Consequently, reasons for and risks of such cooperation are listed, effectivity of celebrity endorsement is studied, and theories of how to choose the right celebrity are presented. Finally, the term 'multiple brand celebrity endorsement' is defined and outcomes of various research conducted by 3rd parties, which is related to this phenomenon, is summarized. The practical section of this thesis applies the concept of multiple brand celebrity endorsement on one of the best known football players of today, David Beckham, and on his brand cooperations. The personal and professional background, as well as the main attributes of David Beckham are described. Consequently, the reasons why cooperation with him is attractive for brands is depicted and, furthermore, such cooperations in a ten-year time-frame (2006-2016) will be analyzed. A part of this thesis is also a...
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Jan Kraus as a Brand
Křešnička, Tomáš ; Závozda, Petr (advisor) ; Dolanský, Pavel (referee)
The bachelor's thesis "Jan Kraus as a Brand" discusses the issues of perceiving celebrities as brands and its use in marketing communication. First it will be discussed on the theoretical level and later applied to the example of Czech TV presenter and actor Jan Kraus. The introductory part of the paper formulates the definition of a celebrity and its role in today's society. It describes and basically synthesizes the theoretical fields that are connected with creating celebrities as marketing brands and their use in marketing communication. The findings from the introductory part are used to analyze a specific example from the Czech territory. On the example of Jan Kraus the paper concerns in the marketing fields of personal branding and celebrity endorsement when building a personal marketing brand. Analytically it describes his advertising activities as a product placement in the TV show "Show Jana Krause", the lifestyle magazine KRAUS and the advertising campaign for the mineral water brand Mattoni.
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TV Advertisement Formats Used by Vodafone and How Czech Consumers Perceive Them
Šimková, Aneta ; Vávra, Oldřich (advisor) ; Marek, Aleš (referee)
The aim of this thesis is to assess using selected marketing tools how Czech consumers perceive different formats of television advertisement used by Vodafone. To this end, Vodafone TV spots aired in the Czech Republic between 2005 and 2016 were analysed focusing mainly on TV spots aired in the past few years. An integral part of this thesis is the qualitative Focus Group research method and probe questionnaires distributed among Czech consumers. The results of this research are subsequently compared with the Multicriterial research MML TGI Median Company and also with the research results of the Nielsen Company.
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The Risk of Vampire Effect in Advertising
Kuvita, Tetyana ; Karlíček, Miroslav (advisor) ; Král, Petr (referee)
The concept of vampire effect in advertising appears to be underresearched by marketing specialists. In the race for getting attention of target audience advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is eaten up by such devices. Therefore this study provides deepeer insights into the vampire effect occurences. A deductive approach is used. First secondary literature review on preconditions of vampire effect occurrences and various types of vampire effect is covered. Primary data collection and analysis is performed next. This part is narrowed down to researching vampire effect risks when using celebrities as attention-getting device in printed advertisement. Research tools of this study include an eye-tracking device and a survey of 72 students from the University of Economics in Prague. The research concludes that a significantly higher risk of creating a vampire effect exists when using an unrelated attention-getting device. Marketers are advised to use related celebrities if choosing to stick to the attention-getting device approach. However, the concept of "relatedness" should be effectively pre-tested prior to advertising campaign start.
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Analysis of the use of celebrities in marketing
Droščáková, Jana ; Skokanová, Dagmar (advisor) ; Vargová, Martina (referee)
The topic of the Bachelor Thesis is the advantages and disadvantages of celebrity endorsement in marketing. The work explains, firstly, the terms celebrity and celebrity endorsement in general and their appearance in different kinds of industry. Secondly, it describes the methods of selection of a particular celebrity to represent a brand and it also analyses different ways of their presentation together with both successful and unsuccessful practical examples. The work contains a brief look at the legal code concerning these problems and the prognosis of its future trend. The second part of the work is focused on the marketing strategy of celebrity endorsement of Nike brand. The aim of the Thesis is to either confirm or disprove the idea of the effectiveness of celebrity endorsement as a marketing strategy to promote a brand.
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