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Forms of volunteer roles and their reference groups
Nollová, Michaela ; Pospíšilová, Tereza (advisor) ; Frič, Pavol (referee)
The thesis is about volunteering in connection with reference groups of volunteers. It describes and analyses the volunteering of eight volunteers involved in the selected association. The first part of the thesis is theoretical, it defines basic terms, theories and concepts important for the research. The second, empirical part of the thesis, presents the methodology and deals with the conducted qualitative research through in-depth interviews with formal volunteers. The thesis aims to describe and understand how volunteers create their volunteer roles and to which reference groups they relate. The form of volunteer roles in this organization is influenced especially by the regularity and intensity of volunteer's activities. During the analysis, two main forms of the volunteer role were profiled from the researched data. Volunteers from one group consider their activity as help and they relate to the organization's clients. Volunteers from the second group relate to other volunteers and the activity is mainly fun for them.
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The importance of income on subjective well-being
Sedlář, Jan ; Baxa, Jaromír (advisor) ; Skuhrovec, Jiří (referee)
1 Abstract My Bachelor thesis deals in a comprehensive way with the discussion unleashed by the publication of the Easterlin's article which called attention to more complex relations between the absolute level of income and the subjective well-being than the economic theory would ever assume . There is the literature shown which finds the explanation why the relation - the absolute level of income and the subjective well-being - does not hold without exceptions. A special attention is devoted to the human behaviour: comparison of the individual's situation with the situation of his reference group, comparison of the individual's situation with the situation he was accustomed to in the past, the individual's adaptation to the new situation and change of his aspiration and on the overvaluation of the benefits from the achieved goal. The first characteristic is tested experimentally with use of the analogy: the income as the evaluation of the job performance, the mark as the evaluation of the student. The experiment did not prove that the comparison of the student with his reference group would have the influence on his own performance. The second part of my thesis is focused on the description of the relationship between the gross national income per capita and the satisfaction of the inhabitants from the...
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Comparison of the athletes and bloggers influence on the behavioral intentions of secondary school students
Bernardová, Martina ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Comparison of the athletes and blogger influence on the behavioral intentions of secondary school students Objectives: The main objective of this diploma thesis is to compare the influence of athletes and bloggers on the buying preferences of the students of Czech high school through marketing research. Methods: In the thesis are used two interdependent methods. The first of these methods is a questionnaire survey, which includes 508 respondents who were high school students during the survey. 32 respondents separated in two groups attended the second method, which is a focus group. Results: The research results show that athletes influence the behavioral intentions of secondary school students more than bloggers in every researched sphere. The main difference in effectivity is clear from the comparison between both groups by respondents. Keywords: marketing communication, shopping behaviour, reference group, generation Z, sports celebrity, influencer
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Influence of celebrity endorsement on consumer behaviour of youth
Veis, Roman ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
This bachelor thesis deals with role of celebrities in advertising, involvement of celebrities in marketing communication and influence of celebrity endorsement on consumer behaviour. The aim of this thesis is to investigate the influence of the celebrity endorsement in advertising campaign on decisions of consumers, primarily at age from 19 to 26. Literature based theoretical part describes the term consumer, reference group, its types and an endorsement of celebrities in marketing. The practical part deals with content analysis of three different magazines, where is examined advertising using reference groups. Practical part is also focused on a survey that examines how celebrities influence behaviour of young people and how are celebrities in advertising perceived. In conclusion are compared results of content analysis and online survey, mentioned recommendation of celebrity endorsement for marketing orientation and summarised whole bachelor thesis.
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The importance of income on subjective well-being
Sedlář, Jan ; Baxa, Jaromír (advisor) ; Skuhrovec, Jiří (referee)
1 Abstract My Bachelor thesis deals in a comprehensive way with the discussion unleashed by the publication of the Easterlin's article which called attention to more complex relations between the absolute level of income and the subjective well-being than the economic theory would ever assume . There is the literature shown which finds the explanation why the relation - the absolute level of income and the subjective well-being - does not hold without exceptions. A special attention is devoted to the human behaviour: comparison of the individual's situation with the situation of his reference group, comparison of the individual's situation with the situation he was accustomed to in the past, the individual's adaptation to the new situation and change of his aspiration and on the overvaluation of the benefits from the achieved goal. The first characteristic is tested experimentally with use of the analogy: the income as the evaluation of the job performance, the mark as the evaluation of the student. The experiment did not prove that the comparison of the student with his reference group would have the influence on his own performance. The second part of my thesis is focused on the description of the relationship between the gross national income per capita and the satisfaction of the inhabitants from the...
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The effect of celebrities in advertising on consumer decision
Kočárová, Katarína ; Průša, Přemysl (advisor) ; Sedlacky, Martin (referee)
The main objective of the thesis is to clarify the magnitude of celebrities, promoting products or services, on consumer's decision-making process. The work is divided into theoretical and practical part. The theoretical part discusses the theoretical background related to consumer behavior, communication with customers, advertising and reference groups. This section is closed by a chapter, which discusses the main term supporting this work, celebrity. The practical part is focused on the detection of the impact that the occurrence of celebrity in advertising spots has on consumer behavior and also evaluate the effectiveness of specific advertising campaigns broadcast in the Czech and Slovak Republic.
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The potential involvement of celebrities in marketing communication of selected product categories
Jehličková, Anna ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The aim of this thesis is to determine whether the involvement of a celebrity in advertising is the right choice and also make recommendation for selecting the appropriate celebrity in advertising beer, more precisely, three specific brands (Pilsner Urquell, Krušovice and Staropramen). In the thesis I explain the basic characteristics of consumer behavior, reference groups, marketing communication, celebrities and marketing research. The application part focuses on the beer market in the Czech Republic and the brewing in 2010, further I pursue my own selection of brands of beers and I state a brief characteristic of both particular beers and businesses. I continue the content analysis and the analysis of my own research, whose main objective is to select particular celebrities for selected brands of beer, on the basis of characteristics and features of celebrities, which should correspond to the image of each brand.
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Celebrities Involvement in Media Marketing Communication
Uhrynová, Iva ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
Main purpose of this thesis is to bring a reader into the problem of celebrity involvement in media marketing communication. In the thesis I explain the basic terms of celebrity marketing, consumer behavior, reference groups, marketing communication and celebrity endorsement. The application part focuses on my own research concerning the attitude of the Czech population sample to the advertisements with celebrities.
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