Perception of product placement depending on the consumer's relationship to the product displayed
| Thesis title: | Vnímání product placementu v závislosti na vztahu spotřebitele k zobrazovanému produktu |
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| Author: | Hubová, Michaela |
| Thesis type: | Diplomová práce |
| Supervisor: | Kincl, Tomáš |
| Opponents: | Novák, Michal |
| Thesis language: | Česky |
| Abstract: | Diplomová práca sa zaoberá otázkou, ktorá je v literatúre veľmi málo skúmaná. Cieľom je zistiť, či sa vnímanie product placementu líši na základe postoja spotrebiteľa k zobrazenému produktu (jeho preferencii). V teoretickej časti je priblížená problematika product placementu, jeho história, vyčlenenie z marketingového hľadiska, jeho efektivita a spôsoby merania. Súčasťou je aj literárna rešerše rôznych už uskutočnených štúdií, ktoré súvisia s product placementom a postojmi spotrebiteľov k produktu. Praktická časť sa zaoberá samotným výskumom, ktorý pozostáva z troch častí, a to eye-trackingového merania, hĺbkového rozhovoru a sémantického diferenciálu. Prostredníctvom experimentu bola dokázaná skutočnosť, že existuje rozdiel vo vnímaní product placementu medzi spotrebiteľmi s rôznym postojom k zobrazenému produktu v audiovizuálnej ukážke |
| Keywords: | product placement; eye-tracking; preferencie spotrebiteľov; postoj k značke |
| Thesis title: | Perception of product placement depending on the consumer's relationship to the product displayed |
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| Author: | Hubová, Michaela |
| Thesis type: | Diploma thesis |
| Supervisor: | Kincl, Tomáš |
| Opponents: | Novák, Michal |
| Thesis language: | Česky |
| Abstract: | The diploma thesis deals with a question which is not enough investigated. The aim of the thesis is to find out whether perception of product placement differs based on the consumer's attitude towards displayed product (his/her preferences). In the theoretical part, the product placement in general, its history, marketing separation, its effectiveness and methods of measurement are approached. It also includes a literature review of various studies already implemented, which relate to product placement and consumer attitudes towards the product. The practical part deals with the research itself, which consists of three parts, eye-tracking measurement, deep interview and semantic differential. During the experiment it has been proven that there is a difference in perception of product placement among consumers with different attitudes towards the displayed product in an audiovisual sample. |
| Keywords: | product placement; eye-tracking; preferences; brand attitude |
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 Management |
Information on submission and defense
| Date of assignment: | 5. 11. 2017 |
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| Date of submission: | 20. 12. 2018 |
| Date of defense: | 14. 1. 2019 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/63761/podrobnosti |