Analýza vlivu spotřebního etnocentrismu na úspěšnost značky

Abstract

The thesis contents an analysis of the impact of consumer ethnocentrism on the brand success, which was conducted in three phases. The first phase was measurement of consumer ethnocentrism in the two cities, Prague and Ostrava. In the second phase the success of the two brands belonging the two cities was measured and compared. From the measured results of the first and second phase, in which questionnaire was used, conclusions were drawn about the impact of consumer ethnocentrism on the brand success. The correctness of semantic transmission of the brand name and product names from Ostrava (original place of business) to Prague, was analyzed in the third phase using the focus groups method. The result of the analysis was used for the formulation of recommendations for marketing communication of analyzed brands and other brands owned by the company.