Analýza postojů veřejnosti k marketingu na podporu LGBTQ+

Abstract

This bachelor’s thesis focuses on the analysis of public attitudes towards LGBTQ+ marketing. It is based on theoretical concepts from the fields of consumer behavior and marketing aimed at the LGBTQ+ community. The thesis outlines the historical development of advertising campaigns featuring LGBTQ+ elements and addresses the issue of so-called rainbow-washing. The main goal of the research was to examine consumer perceptions of these campaigns and identify the key factors influencing their acceptance or rejection. The research was conducted via an online questionnaire. Based on the collected data, the thesis concludes with recommendations for companies seeking to incorporate LGBTQ+ themes into their marketing strategies.