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Comparison of the Country-of origin Effect on Czech Products Domestically and in Austria
Plieštik, Marek ; Hořínková, Monika (referee) ; Chalupský, Vladimír (advisor)
The aim of this diploma thesis is to compare the influence of the country of origin effect on Czech products between Czech and Austrian university students. The first part includes description of existing theories in this field and also presents theoretical possibilities of brand and product origin communication. The empirical part introduces both markets, selected brands Škoda Auto and Pilsner Urquell and presents the interpretation of the data obtained from the questionnaire and its quantitative analysis. In the proposal part, the conclusions of the hypotheses constructed based on the empirical research in the first chapter are interpreted, the differences between both groups of respondents are discussed and author’s proposals are presented.
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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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I, you, we and they: forms of patriotism in teaching materials of the Czech educational system and the Czech classrooms
Kubíček, Jan ; Lánský, Ondřej (advisor) ; Samek, Tomáš (referee)
This thesis focuses on the form of the discourse of nationalism in educational materials, specifically in selected history and civics textbooks for primary schools. The aim of the paper is not to cover all available educational materials in the Czech school environment, but to conduct a probe into textbooks from selected subjects from one publisher, which serves as a sample. There are subtle forms of nationalism that are part of public discourse, and the thesis will map these forms in the textbooks as manifestations of the discourse of nationalism, which seeks to shape national identity, among other things. Therefore, the work follows in these textbooks their language, the topics they choose, the ways in which they report on the topics and the other media they use (e.g. visual documents). The thesis examines the aforementioned elements of the textbooks through qualitative analysis, specifically critical discourse analysis. The main question that the thesis seeks to answer is which discursive means are used to form Czech national identity, and whether this identity also includes an ethnocentric view of the world. The thesis is divided into three main parts. The first chapter focuses on the key concepts needed for the research. The second chapter focuses on the research methodology. The theoretical...
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Writing Australia: The Motif of Journey through the Prism of Cultural Anthropology
Pavlíčková, Barbora ; Topolovská, Tereza (advisor) ; Chalupský, Petr (referee)
This MA thesis is focused on discovering the literary motif of journey in selected works defined by Australia. These works also share the interest in shaping Australian identity. A socio-historical background of colonisation and the first settlement in Australia is provided and the key terms of cultural anthropology are further elaborated on. The thesis depicts traditional Aboriginal culture and focuses especially on its earthbound philosophy. Special attention is paid to the differences among various literary approaches towards the subject matter, to the application of cultural anthropology findings, to the depiction of clashes between different cultures and possibilities of their reconciliation. Furthermore, the works of selected authors are closely characterised from the point of view of their degree of authenticity and the genre specifics. Various treatments of the literary motif of journey are compared and critically analysed. Powered by TCPDF (www.tcpdf.org)
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Comparison of the Country-of origin Effect on Czech Products Domestically and in Austria
Plieštik, Marek ; Hořínková, Monika (referee) ; Chalupský, Vladimír (advisor)
The aim of this diploma thesis is to compare the influence of the country of origin effect on Czech products between Czech and Austrian university students. The first part includes description of existing theories in this field and also presents theoretical possibilities of brand and product origin communication. The empirical part introduces both markets, selected brands Škoda Auto and Pilsner Urquell and presents the interpretation of the data obtained from the questionnaire and its quantitative analysis. In the proposal part, the conclusions of the hypotheses constructed based on the empirical research in the first chapter are interpreted, the differences between both groups of respondents are discussed and author’s proposals are presented.
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Writing Australia: The Motif of Journey through the Prism of Cultural Anthropology
Pavlíčková, Barbora ; Topolovská, Tereza (advisor) ; Chalupský, Petr (referee)
This MA thesis is focused on discovering the literary motif of journey in selected works defined by Australia. These works also share the interest in shaping Australian identity. A socio-historical background of colonisation and the first settlement in Australia is provided and the key terms of cultural anthropology are further elaborated on. The thesis depicts traditional Aboriginal culture and focuses especially on its earthbound philosophy. Special attention is paid to the differences among various literary approaches towards the subject matter, to the application of cultural anthropology findings, to the depiction of clashes between different cultures and possibilities of their reconciliation. Furthermore, the works of selected authors are closely characterised from the point of view of their degree of authenticity and the genre specifics. Various treatments of the literary motif of journey are compared and critically analysed. Powered by TCPDF (www.tcpdf.org)
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Transformation of societies in Central Africa
Vašíčková, Barbora ; Půtová, Barbora (advisor) ; Soukup, Václav (referee)
The aim of this Bachelor's Thesis is to investigate the formation of the Rwandan Kingdom, with regard to the broader area which later became the state of Rwanda. It describes the Kingdom's division into provinces and districts, the administration system and all its institutions, the role of the king as a rule. The thesis discusses the way the society was stratified and the way the hierarchical character of the society was fixated. The thesis then identifies the terms Hutu and Tutsi in the context of life and endeavor of the communities and hierarchical social structure of the Rwandan Kingdom. It takes into account the importance of the dynastic mythology and its use to legitimize the established order. It reflects the consequences of the Kingdom's contact with the European culture. Powered by TCPDF (www.tcpdf.org)
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Myths and prejudices about Czech sign language
Herynková, Jitka ; Hudáková, Andrea (advisor) ; Macurová, Alena (referee)
This bachelor work focuses on myths and prejudice concerning Czech sign language and communication among deaf people in general. This work is divided into a theoretical and practical part. In the theoretical part, the author follows the development of chosen myths regarding this topic in Czech and Slovak literature published from 1900 until 1995 and tries to disprove them on the basis of present scientific, especially linguistic, literature. In the empiric part, the author aims to map, with the help of questionnaire inquiry, how the myths and prejudice in the above mentioned scientific literature spread in the awareness of both lay and pedagogical public
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