Vliv známých osobností na spotřebitelské chování generace Z a Y v segmentu food & drink

This master’s thesis focuses on the use of celebrities in the marketing communication of food and beverage brands. The aim of the thesis is to evaluate how the involvement of celebrities influences the purchase decision-making of Czech consumers from Generations Y and Z and to identify the key factors shaping the perception of these collaborations. The theoretical part defines the concepts of the purchase decision-making process, generations, reference groups, and celebrity endorsement, including specific cases from the food and beverage area. The practical part is based on secondary data MML-TGI, which are further expanded with findings from the own primary questionnaire survey conducted among Generations Y and Z. The conducted analyses identify attitudes and key factors influencing the perception of celebrities in advertising. The thesis also formulates recommendations for the effective use of celebrities in marketing practice.