Vliv negativní publicity značky na spotřebitelské chování

Abstract

The bachelor thesis focuses on the influence of negative brand publicity on consumer behaviour, using the example of Apple, Nike and Tesla. The aim of the thesis is to find out how Generation Z perceives the negative publicity of these brands, what impact it has on their trust and subsequent purchasing decisions. The theoretical part describes the background of consumer behaviour, brands and specifics of public relations. The practical part is based on qualitative research in the form of focus groups and a quantitative questionnaire survey. Focus groups helped to identify what causes consumers recall, where they get information about them and how they react to brand crises. Based on these findings, a questionnaire was designed to validate the findings with a wider sample of respondents. The results showed that brand trust plays a key role in purchasing decisions and 74.4% of respondents consider it important. A surprising finding was that even traditional media remains a relevant source of information for Generation Z. Brands that respond proactively and transparently to negative publicity are more likely to rebuild consumer trust. The paper thus provides insight into how Generation Z consumers perceive brand crises and offers recommendations for an effective public relations communication strategy.