Loajalita spotřebitele a brand image jako klíče k překonání krize Covid 19 - případ Coca Cola

The main Goal of this Bachelor thesis is to to define key elements of consumer loyalty and brand image in the Covid 19 era in Czech Republic and to maintain brand awareness and consumer participation during the Covid crisis. First part of the bachelor thesis is theoretical part, in the theoretical part the author of the thesis analyzes following specific objectives: 1. To study how brand image can be influenced by the utilization of digital media. 2. To determine how customer loyalty can be influenced by the utilization of digital media. 3. To identify/study keys to appeal to Czech customers local community and culture to maintain customer loyalty. 4. To study how did brands change their communication and messages during the Covid 19 crisis. After the theoretical part is done, the practical part follows. The practical part of the bachelor thesis consists of data analysis and findings of Quantitative research, which was conducted in form of a survey. The quantitative research focus on answering following questions: 5. To investigate how did the consumption of soft drinks change during the Covid 19 crisis 6. To study the brand image and brand awareness of Coca Cola during the Covid 19 crisis. The data from the survey are thoroughly analysed and lastly conclusion is made with Lastly conclusion thorough analysis of the survey results is done and the results are presented in chapter 3.6 and conclusion.