Vliv personal brandingu hudebních interpretů na posluchače

This bachelor's thesis examines the personal branding of music artists and its influence on listeners. The aim of the thesis is to determine whether and how an artist's personal brand affects the perception of their music and the artist themselves. The theoretical part defines the key concepts related to branding, personal branding, and terminology in the music industry. The practical part employs a combination of qualitative and quantitative research. First, qualitative interviews are used to identify the elements of personal branding that listeners consider significant. These findings are followed by a quantitative survey aimed at examining the influence of these elements on listeners' attitudes. The research results show that listeners perceive artists as personalities extending beyond their music and consciously place greater importance on an artist's personality than on their visual style. However, statistical analysis revealed that visual elements of personal branding are the strongest predictor of the overall perception of an artist. The artist's pseudonym proved to be an insignificant factor. The findings may serve as a guide for artists in consciously building their personal brand and as a basis for further research in this area.