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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Vliv tzv. „Ikea“ efektu na spotřebitele generace Y
 Hochvaldová, Jana
Hochvaldová, J. The affect of „Ikea“ effect on generation Y. Master thesis. Brno: Mendel University, 2021. This diploma thesis outlines the „Ikea“ effect and the way how it affects consu-mers who belong to the generation Y. The „Ikea“ effect describes that people who cooperate on the assembly of the product, give it higer value automatically. The theoretical part of the thesis describes consumer behavior and behavioral econo-my, where the „Ikea“ effect belongs to. The analytical part of the thesis focuses on the analysis of the questionnaire survey and deep interview. At the end, the results gained though the survey were connected with the information and experiments described in the literature. Based on these results, the recommendation for com-panies who would like to use the „Ikea“ effects in their marketing and business strategy has been determined.
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Application and use of corporate social responsibility in marketing
 Adamčiková, Patrícia ; Horová, Olga (advisor) ; Dzoganová, Stanislava (referee)
This master's thesis aims to prove the possible relationship between corporate social responsibility and decision making of buyers as well as the potential of CSR and business philanthropy in marketing. The thesis contains the most relevant findings from the areas of marketing, social responsibility, psychology of marketing and emotions in advertising as well as brand creation. The practical part deals with RWE Czech Republic and its social sphere projects. It also contains a questionnaire which aims to identify the level of common knowledge and attitude of customers to corporate social responsibility as well as their knowledge of particular projects carried out in the Czech Republic. Deep structured interview with experts from business and marketing then completes the overview.
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