|
|
Increasing of the brand values
Štěpánek, Martin ; Vencl, Miroslav (referee) ; Dohnal, Radek (advisor)
The diploma thesis is focuses on monitoring the effectiveness of marketing resources and increasing the brand value of the company. The theoretical part deals with the findings about the company issues, brand and its value. The thesis subsequently presents a list of elements that relate to increasing of the brand value. The final topic of the theoretical part aims at methods of evaluation of brand value and interviewing methodology. In the practical part, the thesis deals with the analysis of the selected construction company, evaluation of its brand in comparison with another company of similar character and hypothesis testing. Finally, on the basis of the findings, marketing tools are proposed to effectively increase brand value of the company.
|
|
|
Increasing of the brand values
Štěpánek, Martin ; Vencl, Miroslav (referee) ; Dohnal, Radek (advisor)
The diploma thesis is focuses on monitoring the effectiveness of marketing resources and increasing the brand value of the company. The theoretical part deals with the findings about the company issues, brand and its value. The thesis subsequently presents a list of elements that relate to increasing of the brand value. The final topic of the theoretical part aims at methods of evaluation of brand value and interviewing methodology. In the practical part, the thesis deals with the analysis of the selected construction company, evaluation of its brand in comparison with another company of similar character and hypothesis testing. Finally, on the basis of the findings, marketing tools are proposed to effectively increase brand value of the company.
|
|
|
Výhody a nevýhody snižování nákladů na financování skrze společenskou odpovědnost
Bandžak, Richard ; Klosová, Anna (advisor) ; Tong Clark, Junie (referee)
The dissertation thesis investigates the relationship between corporate social responsibility (CSR) and financial performance (FP) on the sample of 51 Eurozone banks over the period from 2008 to 2014. The investigation is based on a panel data regression analysing the financial data from Bankscope and the social performance data from CSRHub. Return on assets and the ratio of non-performing loans to total loans represent the measures of financial performance and are used as dependent variables. The results of this model have shown a positive and statistically significant CSR-FP relationship. It is argued that even though the results show statistical significance, they do not necessarily include such a strong informational value. This is caused by methodological limitations, such as potentially biased data on CSR, as well as by the theoretical ones. The main theoretical concern, detected in the dissertation thesis, is a need for redefinition of the banks' driving motives of engaging in CSR activities. Banks engaging in CSR activities for merely strategic reasons should be analysed separately on a firm-level as they may otherwise bias the empirical results. Another important aspect of the work was an argument that banks benefit from CSR mainly through the product differentiation. This could not have been tested empirically, but it is assumed that the product differentiation, for example through reputation enhancement, may play a significant role in boosting bank's profits.
|
guest ::
