Vliv prvků komunikace nadnárodních značek na spotřebitele

Abstract

The bachelor's thesis deals with the influence of multinational brands communication elements on consumers, while the aim of the work is to analyze the influence of these elements. The aim of the work was realized by using online questionnaire survey, which formed a key part of the data used in the research. Based on the analysis of the data, the research results were interpreted. The respondents stated brand as a relatively important aspect when buying goods. It was found that the most significant element is logo together with the brand name. On the contrary, abbreviations and brand jingles ranked as the elements with the weakest influence on the respondents. Research has shown that respondents hold relatively different views regarding the influence of brand's advertising, namely the use of celebrities in advertising campaigns. The author of the thesis suggested such recommendations that are suitable for most brands, due to the wide scope of the topic of the thesis.