Occupancy space of the corporate brand - a sociological study
| Thesis title: | Obsazení prostoru firemní značkou - sociologická studie |
|---|---|
| Author: | Loukota, Petr |
| Thesis type: | Diplomová práce |
| Supervisor: | Novotná, Eliška |
| Opponents: | Musil, Martin |
| Thesis language: | Česky |
| Abstract: | Tato práce je zaměřena na to, jak firemní značka obsazuje prostor billboardů u dálnice, a to, jak toto obsazování vnímají řidiči. Je zde propojen sociologický i marketingový pohled. Práce se zaměřuje na úsek dálnice D5 z Rokycan do Prahy. Práce je ojedinělá hlavně v části, kde je popisována reakce řidičů na obsazení prostoru. V daném úseku probíhal výzkum reakce na základě rozhovorů s řidiči, kteří daný úsek právě projeli. Práce nabízí i pohled na způsob, jakým značka prostor obsazuje. |
| Keywords: | firemní značka; prostor; veřejný prostor; billboardy |
| Thesis title: | Occupancy space of the corporate brand - a sociological study |
|---|---|
| Author: | Loukota, Petr |
| Thesis type: | Diploma thesis |
| Supervisor: | Novotná, Eliška |
| Opponents: | Musil, Martin |
| Thesis language: | Česky |
| Abstract: | This work focuses on how various brands are using billboards along the motorways, the place they take up and the impact which billboards have on drivers.In my work, the marketing view is connected with the sociological one.I am specifically focusing on one defined part of the motorway D5 in the direction from Rokycany to Prague.There is one unique part of my work in which I describe the reaction of drivers to billboards along the roads. I used one-to-one interviews with selected drivers who have just passed the way from Rokycany to Prague. I asked them few questions about their perception of billboards and the brands on them.The work also offers a view on the way how brands take up place in our environment. |
| Keywords: | space; corporate brand; public space; billboards |
Information about study
| Study programme: | Ekonomika a management/Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Management |
| Department: | Department of Social Sciences |
Information on submission and defense
| Date of assignment: | 14. 6. 2016 |
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| Date of submission: | 30. 6. 2017 |
| Date of defense: | 4. 9. 2017 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/57973/podrobnosti |