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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Mary Kay brand influence on the purchasing behavior of customers
 Teplá, Zuzana ; Hajdíková, Taťána (advisor) ; Hesková, Marie (referee)
The diploma thesis deals with the analysis of the influence of Mary Kay brand on purchase behavior of customers B2C markets thanks to the model customer-based brand equity and the model ColourMind using colour-word association method CWAT. Its aim is to evaluate perception of the brand and factors influencing behavior of customers. Theoretical part is focused on B2C markets, brand politics, customers and their attitude to shopping. Practical part deals with identification of Mary Kay company, analysis of determinants and evaluation of their influence on purchase behavior of customers.
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