Srovnání lovemarks mezi generacemi X a Y

Abstract

Master thesis is focused on lovemarks of members of generations X and Y who are living in Moravian-Silesian Region. The aim is to determine consumers‘ awareness of lovemarks, to find out lovemarks of each generation, their reasons for choosing these lovemarks and to make the comparison between generations. The purpose is to identify factors that influence the emotional relationship of each generation to the brand. To meet this objective has been used primary data gained through the questionnaire survey. Questioning took place in personal and electronic form in March 2017 and were approched by members of generation X and generacion Y from the Moravian-Silesian Region.