Identifikace postojů studentů k lovemarks

Abstract

The diploma thesis deals with the identification of students' attitudes towards lovemarks. The aim of the thesis is to find out whether students identify certain brands as their lovemarks. Furthermore, their attitudes towards brands and lovemarks were investigated, brand love analysis and cluster analysis were also carried out. The research objective was investigated by using an online questionnaire survey. As a result, for the respondents, the brand is rather a more important aspect when making a purchase. 75.5% of the interviewed students have their lovemarks. Student's lovemarks most often belong to product categories clothing and fashion, electronics and mobile phones. From the basic principles of lovemarks, respondents feel more respect for their lovemarks than love for their lovemark. The analysis of brand love showed that the most represented type of love among students was fatalous love, the result of the cluster analysis was 5 clusters of consumers of lovemarks. At the end of the work, the author suggested recommendations for brands that would like to achieve the status of lovemarks, or they already have the status of lovemarks and want to maintain it.