Effectiveness of comparative advertising in Czech Republic

Informace o vysokoškolské kvalifikační práci

Název práce:
Effectiveness of comparative advertising in Czech Republic
Autor práce:
Gavrilova, Polina
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Machek, Martin
Osoba oponující práci:
Průša, Přemysl
Jazyk práce:
English
Abstrakt:
This thesis aims to analyze the effectiveness of Direct versus Indirect comparative advertising in low and high-context communication cultures in Czech Republic. These two groups are represented by Czech consumers and Vietnamese minority. The goal is to determine potential differences in the attitude towards this marketing technique among the two culturally distinguished groups. The effectiveness of the ad was measure using two constructs: attitude towards the ad and persuasion effect. For the purpose of this study a survey was conducted among 200 consumers, in the capital of Czech Republic, Prague. Czech consumers were found to have a more positive attitude toward the direct comparative advertising than Vietnamese consumers. Further, the Vietnamese respondents showed a significantly better acceptance of indirect comparative advertising than of the direct comparative one. In addition, it was found that the age category does have a slight influence on the consumers attitude towards the comparative advertising. The recommendations from this thesis, can serve as a basis for better strategical and tactical decisions concerning the usage of comparative advertising.
Klíčová slova:
Effectiveness of comparative advertising; Direct comparative advertising; Persuasion effect; Vietnamese ethnic minority; Indirect comparative advertising; Attitude toward the ad; Czech Republic; Pepsi; Air Bank

Informace o studiu

Studijní program a Studijní obor:
Ekonomika a management/Management
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Ing.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of Business Administration
Název katedry:
Department of Marketing
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
6. 1. 2019
Datum podání práce:
11. 12. 2019
Datum obhajoby:
24.01.2020

Soubory ke stažení

Hlavní práce:
68180_gavp00.pdf [5,16 MB]
Oponentura:
64635_prusa.pdf [423,54 kB]
Hodnocení vedoucího:
68180_xmacm42.pdf [327,99 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/68180/podrobnosti