Generation Z's perception of brand activism
Thesis title: | Generation Z's perception of brand activism |
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Author: | Semchuk, Anastasiia |
Thesis type: | Bachelor thesis |
Supervisor: | Kottika, Efthymia |
Opponents: | Karlíček, Miroslav |
Thesis language: | English |
Abstract: | This work was carried out to determine the impact of brand activism on the perception of the younger generation Z in the Czech Republic. A qualitative approach was used to conduct the analysis, which helped to analyze the collected data from in-depth interviews. This method helped to find out the opinion of people from the same age category in a particular country. The study proved that brand activism affects generation Z’s perception. The results showed that it is essential for the younger generation to see that brands are not silent and talk about the problems of society. It is crucial for them to understand that the company is making important steps towards a high-quality relationship to its consumers. It was also revealed that brand activism affects brand image. This phenomenon improves the brand in the eyes of the younger generation. In addition, brand activism can change customer characteristics. Generation Z will choose a brand that expresses its opinion about public issues. Overall, the results showed that Generation Z responds positively to brand activism. |
Keywords: | Brand activism; Generation Z; Perception; Brand; Czech Republic |
Thesis title: | Generation Z’s perception of brand activism |
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Author: | Semchuk, Anastasiia |
Thesis type: | Bakalářská práce |
Supervisor: | Kottika, Efthymia |
Opponents: | Karlíček, Miroslav |
Thesis language: | English |
Abstract: | This work was carried out to determine the impact of brand activism on the perception of the younger generation Z in the Czech Republic. A qualitative approach was used to conduct the analysis, which helped to analyze the collected data from in-depth interviews. This method helped to find out the opinion of people from the same age category in a particular country. The study proved that brand activism affects generation Z’s perception. The results showed that it is essential for the younger generation to see that brands are not silent and talk about the problems of society. It is crucial for them to understand that the company is making important steps towards a high-quality relationship to its consumers. It was also revealed that brand activism affects brand image. This phenomenon improves the brand in the eyes of the younger generation. In addition, brand activism can change customer characteristics. Generation Z will choose a brand that expresses its opinion about public issues. Overall, the results showed that Generation Z responds positively to brand activism. |
Keywords: | Brand activism; Generation Z; Perception; Brand; Czech Republic |
Information about study
Study programme: | Bachelor of Business Administration |
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Type of study programme: | Bakalářský studijní program |
Assigned degree: | Bc. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of Business Administration |
Department: | Department of Marketing |
Information on submission and defense
Date of assignment: | 4. 1. 2022 |
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Date of submission: | 11. 5. 2022 |
Date of defense: | 1. 6. 2022 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/79208/podrobnosti |