|
|
Perception of Balenciaga brand by Generation Z in the Czech Republic
Žurková, Tracy ; Hejlová, Denisa (advisor) ; Konrádová, Marcela (referee)
This bachelor's thesis focuses on the characteristics and marketing of luxury fashion brands, with an emphasis on the Balenciaga brand, and subsequently examines the perception of the brand by Generation Z in the Czech Republic. The work begins with an introduction to the topic and continues with an analysis of the brand as a key element of marketing, the characteristics of luxury brands, which are then put into the context of luxury fashion brands, and describes the marketing communication and public relations of luxury fashion brands. The thesis then describes the origin, history, and significance of the Balenciaga brand, from the time of its foundation to the current era of Demna Gvasalia. The typical clientele, marketing communication, and public relations are described for each period. The practical part of the work follows, describing the reasons for choosing qualitative research to fulfill the goals of the bachelor's thesis, the research methods, objectives, research questions, the set of respondents, and the wording of the questions for in-depth interviews. The analytical part then deals with the analysis of data from the responses of selected Generation Z respondents in the Czech Republic and uses their interpretation to answer the research questions. The work aims to understand the...
|
guest ::
