Etická a neetická reklama: Vliv na spotřebitelské chování a vnímání značky
| Název práce: | Etická a neetická reklama: Vliv na spotřebitelské chování a vnímání značky |
|---|---|
| Autor(ka) práce: | Špryslová, Zuzana |
| Typ práce: | Diplomová práce |
| Vedoucí práce: | Filipová, Alena |
| Oponenti práce: | Zeman, Jiří |
| Jazyk práce: | Česky |
| Abstrakt: | This thesis deals with the consumer's perception of ethical and unethical advertisements. Nowadays, advertising is an integral part of our daily lives and is also an integral part of the marketing mix of companies. The theoretical objectives of the thesis were to describe the historical development of advertising, to define the ethics of advertising, its effectiveness. In the practical part of the thesis, within the framework of a questionnaire survey, examples of ethical and unethical advertisements were set, to which the respondents were asked to react, to describe whether it had an ethical or unethical effect on them and what emotions it evoked in them. |
| Klíčová slova: | etika; reklama; vliv na spotřebitele |
| Název práce: | Ethical and unethical advertising: Impact on consumer behaviour and brand perception |
|---|---|
| Autor(ka) práce: | Špryslová, Zuzana |
| Typ práce: | Diploma thesis |
| Vedoucí práce: | Filipová, Alena |
| Oponenti práce: | Zeman, Jiří |
| Jazyk práce: | Česky |
| Abstrakt: | This thesis deals with the consumer's perception of ethical and unethical advertisements. Nowadays, advertising is an integral part of our daily lives and is also an integral part of the marketing mix of companies. The theoretical objectives of the thesis were to describe the historical development of advertising, to define the ethics of advertising, its effectiveness. In the practical part of the thesis, within the framework of a questionnaire survey, examples of ethical and unethical advertisements were set, to which the respondents were asked to react, to describe whether it had an ethical or unethical effect on them and what emotions it evoked in them. |
| Klíčová slova: | ethics; consumers; advertising |
Informace o studiu
| Studijní program / obor: | Mezinárodní obchod |
|---|---|
| Typ studijního programu: | Magisterský studijní program |
| Přidělovaná hodnost: | Ing. |
| Instituce přidělující hodnost: | Vysoká škola ekonomická v Praze |
| Fakulta: | Fakulta mezinárodních vztahů |
| Katedra: | Katedra mezinárodního podnikání |
Informace o odevzdání a obhajobě
| Datum zadání práce: | 26. 6. 2024 |
|---|---|
| Datum podání práce: | 26. 4. 2025 |
| Datum obhajoby: | 26. 5. 2025 |
| Identifikátor v systému InSIS: | https://insis.vse.cz/zp/88867/podrobnosti |