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The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region
Voráček, Josef ; Čáslavová, Eva (advisor) ; Tomek, Gustav (referee) ; Gregar, Aleš (referee)
Title: The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region Objectives: The main objective of the thesis is to determine through marketing research whether and what effect has the use of sports celebrities in marketing communication of companies as a reference group on the buying preferences of the young generation, so-called Generation Y, in the Prague region. Methods: The thesis used a questionnaire survey and subsequent focus groups. For the creation of the questionnaire is used as a basis the US version of the original questionnaire of the authors BUSH, MARTIN, BUSH (2004). Firstly the questionnaire undergoes a process of transcultural transfer, in which is utilized a modified direct translation and confirmatory factor analysis. This survey includes a sample of 416 respondents who are students of Prague secondary schools and universities. Focus groups are conducted with four groups which counts a total of 41 respondents. Results: The research results show that the use of sports celebrities in marketing communication has no demonstrable effect on the word-of-mouth communication and the switching and complaining behaviour for Generation Y. This communication tool can have an indirect positive effect on brand...
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The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region
Voráček, Josef ; Čáslavová, Eva (advisor) ; Tomek, Gustav (referee)
Title: The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region Objectives: The main objective of the thesis is to determine through marketing research whether and what effect has the use of sports celebrities in marketing communication of companies as a reference group on the buying preferences of the young generation, so-called Generation Y, in the Prague region. Methods: The thesis used a questionnaire survey and subsequent focus groups. For the creation of the questionnaire is used as a basis the US version of the original questionnaire of the authors BUSH, MARTIN, BUSH (2004). Firstly the questionnaire undergoes a process of transcultural transfer, in which is utilized a modified direct translation and confirmatory factor analysis. This survey includes a sample of 416 respondents who are students of Prague secondary schools and universities. Focus groups are conducted with four groups which counts a total of 41 respondents. Results: The research results show that the use of sports celebrities in marketing communication has no demonstrable effect on the word-of-mouth communication and the switching and complaining behaviour for Generation Y. This communication tool can have an indirect positive effect on brand...
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Quality of sport services in Prague fitness centers from the customer perspective
Šíma, Jan ; Čáslavová, Eva (advisor) ; Tomek, Gustav (referee) ; Hobza, Vladimír (referee)
Bibliographical Identification: Author`s first name and surname: Mgr. Jan Šíma Title of the doctoral thesis: Quality of sport services in Prague fitness centers from the customer perspective Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2015 Abstract: The thesis is aimed at the problems of sport service validation in the area of fitness. A review of the most used methods for sport service validation was completed. We focused on measurement according to subjective criteria, where the service quality is evaluated by the customers themselves. A practical part is dealt with using cross-cultural validation of the SERVQUAL method (PARASURAMAN, ZEITHAML, BERRY, 1988), originally validated for American customers. Our questionnaire was translated by modified direct translation and, in terms of pilot standardization, was tested on a sample of 46 participants from two fitness centres. A modified Czech version of SERVQUAL questionnaires was the main tool of our data collecting during the market research in six fitness centres chosen randomly with a sum of 697 participants. The main target of the research was to obtain Prague customers' opinions of each single feature of the quality of service. After finishing the market research, by means of SEM -...
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The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region
Voráček, Josef ; Čáslavová, Eva (advisor) ; Tomek, Gustav (referee)
Title: The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region Objectives: The main objective of the thesis is to determine through marketing research whether and what effect has the use of sports celebrities in marketing communication of companies as a reference group on the buying preferences of the young generation, so-called Generation Y, in the Prague region. Methods: The thesis used a questionnaire survey and subsequent focus groups. For the creation of the questionnaire is used as a basis the US version of the original questionnaire of the authors BUSH, MARTIN, BUSH (2004). Firstly the questionnaire undergoes a process of transcultural transfer, in which is utilized a modified direct translation and confirmatory factor analysis. This survey includes a sample of 416 respondents who are students of Prague secondary schools and universities. Focus groups are conducted with four groups which counts a total of 41 respondents. Results: The research results show that the use of sports celebrities in marketing communication has no demonstrable effect on the word-of-mouth communication and the switching and complaining behaviour for Generation Y. This communication tool can have an indirect positive effect on brand...
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Quality of sport services in Prague fitness centers from the customer perspective
Šíma, Jan ; Čáslavová, Eva (advisor) ; Tomek, Gustav (referee) ; Hobza, Vladimír (referee)
Bibliographical Identification: Author`s first name and surname: Mgr. Jan Šíma Title of the doctoral thesis: Quality of sport services in Prague fitness centers from the customer perspective Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2015 Abstract: The thesis is aimed at the problems of sport service validation in the area of fitness. A review of the most used methods for sport service validation was completed. We focused on measurement according to subjective criteria, where the service quality is evaluated by the customers themselves. A practical part is dealt with using cross-cultural validation of the SERVQUAL method (PARASURAMAN, ZEITHAML, BERRY, 1988), originally validated for American customers. Our questionnaire was translated by modified direct translation and, in terms of pilot standardization, was tested on a sample of 46 participants from two fitness centres. A modified Czech version of SERVQUAL questionnaires was the main tool of our data collecting during the market research in six fitness centres chosen randomly with a sum of 697 participants. The main target of the research was to obtain Prague customers' opinions of each single feature of the quality of service. After finishing the market research, by means of SEM -...
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The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region
Voráček, Josef ; Čáslavová, Eva (advisor) ; Tomek, Gustav (referee) ; Gregar, Aleš (referee)
Title: The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region Objectives: The main objective of the thesis is to determine through marketing research whether and what effect has the use of sports celebrities in marketing communication of companies as a reference group on the buying preferences of the young generation, so-called Generation Y, in the Prague region. Methods: The thesis used a questionnaire survey and subsequent focus groups. For the creation of the questionnaire is used as a basis the US version of the original questionnaire of the authors BUSH, MARTIN, BUSH (2004). Firstly the questionnaire undergoes a process of transcultural transfer, in which is utilized a modified direct translation and confirmatory factor analysis. This survey includes a sample of 416 respondents who are students of Prague secondary schools and universities. Focus groups are conducted with four groups which counts a total of 41 respondents. Results: The research results show that the use of sports celebrities in marketing communication has no demonstrable effect on the word-of-mouth communication and the switching and complaining behaviour for Generation Y. This communication tool can have an indirect positive effect on brand...
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Identifying innovators among consumers of modern technologies
Filová, Jana ; Boučková, Jana (advisor) ; Kovář, František (referee) ; Tomek, Gustav (referee)
The methods currently used in innovation marketing research are focused on the late phases of the innovation process and are usually methodologically complex. This limits their practical impact. The presented thesis aims to create a simple self-report scale applicable in the initial and late phases of innovation process, highly modular and suitable for wide range of research. The main battery of questions was inspired by adopter categorization by Rogers. The questions determine both (1) general characteristics of innovation adopters and (2) their relationship to a specific innovation. The scale was tested during a robust longitudinal online research, thematically focused on users of modern technologies. Representative sample of 4,000 Internet users in the Czech Republic took part in the survey from April 2013 to January 2015. The result is a new self-report scale measuring consumer innovativeness applicable for prototyping, strategic decisions and effective communication of innovations to consumers.
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Brand Equity: the impact of selected marketing mix elements on creation of brand equity
Machek, Martin ; Boučková, Jana (advisor) ; Tomek, Gustav (referee) ; Přibová, Marie (referee)
In today's highly competitive environment, the success of a company is often determined by the right brand management and by efforts to continuously improve the brand value. It is therefore an essential task of marketing. But determining the value of the brand is a very difficult task and it is of interest to both theoretical research and marketing practice. Submitted thesis provides an overview of the current state of knowledge about this very important issue both in terms of leading authors from the scientific and academic communities and in terms of marketing practice in the form of models of specialized agencies. Thus formed synthesis can then be used by academics in the orientation of their future research and also by marketing managers to evaluate the effectiveness of approaches currently being used. For this purpose, marketing managers can also use case studies in each chapter, which show the issue on the specific example of successful companies. Qualitative expert research among managers of successful international companies can serve the same goal. Managers of small and medium-sized enterprises can apply a formalized model of the growth of a brand, which is very intuitive and does not require deeper knowledge of mathematics. The last chapter presents the results of primary quantitative research, which focused on the issue of the relationship between social networks and branding in the Czech Republic.
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Quantitative marketing
Ráčková, Adéla ; Hušek, Roman (advisor) ; Beck, Jiří (referee) ; Hlaváček, Jiří (referee) ; Tomek, Gustav (referee)
In my dissertation I am interested in the management of marketing cummunication and techniques which make this communication more effective. The main topic of this thesis is the optimization of marketing communication which is discussed from the theoretical point of view at first. Then a social network analysis improving additional and complementary information to predictive models related to customers' behaviour is a part of this thesis. The analysis of social network represents an approach which is used for study of social structure and the analysis of social linkage of individuals in a form of relational data is a subject of its interest. Models of binary choice are used to estimate predictive models, the main attention is dedicated to the logistic regression, further to the logit and probit models including discussion related to the possible use of models of multinomial choice. The mentioned techniques are combined in the application part. The telecommunication market is selected for case studies because it represents a dynamically developing market opened to new and fresh technologies and approaches. Three case studies are discribed in this thesis. The first study is focused on the optimization of proactive telemarketing campaigns realized with foreign telecom operator. The second case study is focused on the optimization of reactive telemarketing campaings what means the optimization of marketing communication in call centers in czech telecom operator. The third case study relates to the important change of czech telecom market which happened in April 2013 and to the role of predictive modelling and optimization in it.
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Potential development index for customers, products and processes.
Mejdrech, Vlastimil ; Veber, Jaromír (advisor) ; Svobodová, Hana (referee) ; Tomek, Gustav (referee)
The discussion of the dissertation converses on the potential development practices of companies; especially in relation with customers, products and processes. It summarizes the current known relevant theoretical approaches of this concern such as: CRM, value analysis, functional analysis and performance measurement. The dissertation describes the methodology used to obtain the central information for potential development of customers. It presents the measurement methodologies for potential development practices. It also assesses the impact of products' standardization to potential development. It studies an example of product lines' functional analysis from a customer perspective. The selected research strategy is quantitative survey. The instructions to determine quantifiable indicators for potential development of customers and products are the contribution of this dissertation. It also contributes with a description of the historical context and the current interaction of the potential development of customers, products and processes. This work opens the discussion on the possibility of using potential development indexes as an alternative or complement to the standard economic indicators; especially for strategic business decisions or product portfolio strategy.
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