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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Improvement Theory ‚Brand Engagement in Self-Concept‘ through Qualitative Research
 Šenková, Simona ; Karlíček, Miroslav (advisor) ; Machek, Martin (referee)
Master's Thesis "Improvement Theory 'Brand Engagement in Self-Concept' through Qualitative Research" explains consumer-brand relationship view of new theory, which extends existing knowledge of incorporation brands into the self-concept. The main objective is to determine profiles of low and high BESC consumers by using in-depth interviews. In the theoretical part the explanation of brand identity, self-concept and the connection between them is done. It is followed by description of quantitative studies including the basic knowledge about the theory BESC. Consequently, in the practical part the analysis in-depth interviews, descriptions of low and high BESC consumers and intergroup comparisons are presented. Finally, the general outcome compares results of qualitative and quantitative research, and concurrently suggests managerial implications of using the theory BESC in marketing practice.
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The Use of Emotions Fear in Social Marketing
 Šenková, Simona ; Karlíček, Miroslav (advisor) ; Hrkal, Marek (referee)
The bachelor thesis "The Use of Emotions Fear in Social Marketing" is concerned with finding an appropriate degree of fear in social campaigns, which try to change attitudes and behavior. The theoretical part defines basic terminology of marketing communication, social psychology, and compares the feasibility study of the topic. In the practical part was conducted own research, which compared responses of participants of experiment on different intensities of fear. The results were compared not only between different intensities used fear, but were analyzed as well attitudes of women and men. The last part interprets the achieved outputs and suggests further practice in this area.
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