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Airline alliances
Hrehor, Filip ; Huňak, James (advisor) ; Barvínek, Jakub (referee)
This bachelor`s thesis focuses on evaluating the passenger perceptions of various airline alliances and comparing individual alliances while even utilizing the responses of passengers who don`t utilize services provided by airline alliances. The thesis draws from publicly available information on airline alliances, which are categorized by type of cooperation. Moreover, the thesis incorporates the history, evolution, and the outlook of airline alliances.
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Marketing importance of body image for generation Y
Barvínek, Jakub ; Koudelka, Jan (advisor) ; Hais, Libor (referee)
This master thesis deals with the determination of meaning of body image for generation Y. Its goal is to identify the perception of body image by young generation and compare this perception with body image which is communicated via commercial messages focusing Czech generation Y. In the theoretical part of this thesis there is a description of the evolution of beauty ideal, the impact of media on the perception of elements of body image and theoretical conception the role of body image for market segmentation. The analytical part of this thesis deals with the evaluation of communication using content analysis of commercial messages and description of posture of generation Y to the elements related to body image and lifestyle of the target group. The posture of target group is described by analysis MML -- TGI data. Based on results of this thesis it is possible to assess the importance of meaning of individual components of body image for target group of young people and interpret described data for purposes of market segmentation and marketing communication.
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Deceptive Advertising and Analysis of Its Effect on Consumers
Barvínek, Jakub ; Pešek, Ondřej (advisor) ; Havránek, Petr (referee)
This bachelor thesis deals with deceptive advertising and its effect on consumers. The first part of this thesis describes deceptive advertising as a part of unfair competition, definitions, psychology of advertising and means to influence consumer's decisions. In the practical part the specific cases of deception in advertising are identified, including their demonstrations on examples. The following chapters contain the evaluation of the survey to determine consumer awareness of deceptive advertising, consumer's manipulability and their attitudes towards advertising. The conclusion summarizes the objectives of this bachelor thesis, there are also suggested other possibilities of further investigation and it describes the contribution of this thesis.
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