The aim of this diploma thesis is to compare the influence of the country of origin effect on Czech products between Czech and Austrian university students. The first part includes description of existing theories in this field and also presents theoretical possibilities of brand and product origin communication. The empirical part introduces both markets, selected brands Škoda Auto and Pilsner Urquell and presents the interpretation of the data obtained from the questionnaire and its quantitative analysis. In the proposal part, the conclusions of the hypotheses constructed based on the empirical research in the first chapter are interpreted, the differences between both groups of respondents are discussed and author’s proposals are presented.

The diploma thesis deals with proposals for the development and building of a brand at the retail company Goled, which deals with the online sale of LED lighting. The thesis identifies suitable theoretical concepts for brand development. First is analyzed the company, the Goled brand itself and then its position to customers and competitor. The work mainly uses the experience of existing customers of the brand, which it then uses to design appropriate building and development of the Goled brand.

En ljudlogotyp är en ljudkomposition som används för att särskilja ett varumärke. Ljudlogotypen ingår i varumärkens strategiska arbete för att skapa sig en bild i konsumenters medvetande. Denna bild kallas varumärkesuppfattning. Syftet med denna studie var att utöka kunskapen om hur musik kan användas i kommunikativt syfte i allmänhet och om hur melodin påverkar uppfattningen av varumärken i synnerhet. En webbenkät genomfördes för att studera om olika typer av melodisk kontur hos en ljudlogotyp kan ge olika effekter på hur ett fiktivt varumärke uppfattas ifråga om varumärkespersonlighet. Deltagare rekryterades via sociala medier. Till undersökningen utformades åtta videoklipp innehållande en ljudlogotyp och en grafisk logotyp. Videoklippen var identiska förutom att den melodiska konturen skilde dem åt. Deltagarna skattade i vilken grad de uppfattade fem olika personlighetsdrag hos den ljudlogotyp de fick höra. Resultaten analyserades statistiskt. Genom undersökningen genererades inget stöd för att typ av melodisk kontur skulle ha någon påverkan på uppfattningen av de fem personlighetsdragen. Lämpliga metoder för undersökningar om ljudlogotyper och varumärkesuppfattning diskuteras. För framtida studier inom området föreslås kvalitativa studier samt studier som undersöker andra musikaliska parametrar. Vidare efterfrågas mer forskning om melodisk kontur. / An audio logo, also called sonic logo or sound logo, is a sound composition utilized to differentiate a brand. A sonic logo is part of a brand’s strategy to create an image in the awareness of consumers. This image is called brand perception. The objective of this study was to expand general knowledge about music’s applicability for communicative purposes and moreover to specifically look at how melody affects brand perception. A web survey was conducted to investigate if different types of melodic contour in an audio logo can have different effects on the perception of brand identity for a fictional brand. Participants were recruited using social media. Eight videos consisting of an audio logo and a graphic logo were designed. The videos were identical apart from their melodic contours. Participants rated the degree to which they perceived five different personality traits for the audio logo they heard. The results were analyzed statistically. Through the survey, no support was generated for an impact from the type of melodic contour on the perception of the five personality traits. Appropriate methods for investigating audio logos and brand perception are discussed. For future research within the field qualitative design is suggested, as well asinvestigations into other musical parameters. Furthermore, additional research into melodic contour is proposed.

La sociedad peruana ha enfrentado diversos cambios de problemáticas y comportamientos sociales, sin embargo, uno de los problemas constantes en el Perú es la discriminación, que se manifiesta afectando cada vez más a grupos minoritarios como el caso de la comunidad LGTB. Frente a las problemáticas que aquejan la sociedad, surge la publicidad social bajo la premisa de ofrecer reflexiones que contribuyan a la solución de conflictos. Por ello, surge la necesidad de investigar, este tipo de publicidad y las herramientas que permitan enriquecerla, como es el storytelling. De manera que se busca indagar en las percepciones de los jóvenes limeños de 21 a 28 años de NSE B sobre el uso del storytelling para tratar la discriminación por orientación sexual en la campaña No da risa del Ministerio de Justicia. Por lo que se llevó a cabo una investigación cualitativa con aplicación de entrevistas semi estructuradas a hombres de 21 a 28 años de NSE B, que gusten de ver o conozcan programas cómicos nacionales. El resultado principal de la investigación fue que el uso del storytelling facilita la aceptación del problema de la transfobia entre los jóvenes y crea en ellos reflexiones, sin embargo, esto se da a corto plazo. / Peruvian society has faced various changes in social problems and behaviors, however, one of the constant problems in Peru is discrimination, which is increasingly affecting minority groups such as the LGTB community. Faced with the problems that afflict society, social advertising arises under the premise of offering reflections that contribute to the resolution of conflicts. For this reason, the need arises to investigate this type of advertising and the tools that enable enriching it, such as storytelling. Thus, it seeks to investigate the perceptions of young people from Lima between 21 and 28 years of NSE B on the use of storytelling to deal with discrimination based on sexual orientation in the No da risa campaign of the Ministry of Justice. Therefore, a qualitative research was carried out with the application of semi-structured interviews to men between 21 and 28 years of age from NSE B, who like to watch or know national comic programs. The main result of the research was that the use of storytelling facilitates the acceptance of the problem of transphobia among young people and creates reflections in them, however, this occurs in the short term. / Tesis

En Perú, según la empresa Redmas, el 60% de los internautas consume audios a través de plataformas digitales. De este grupo, el 20% ya consume podcasts. Ante esta situación, los creadores de contenido, como los youtubers, han optado por crear y distribuir su contenido a través del audio, desarrollando su propio podcast. Para ello, deben tener en cuenta la opinión de sus seguidores, pues de ellos depende su permanencia. Por ello, surge la necesidad de conocer la percepción de sus seguidores respecto al podcast como herramienta para desarrollar contenido. La metodología de investigación utiliza el paradigma naturalista y enfoque cualitativo. Se aplicaron 30 entrevistas semiestructuradas a jóvenes de 18 a 30 años seguidores de los influencers Mia Nauca (Sin Paltas podcast), y Carlos Orozco y Hugo Lezama (Moloko Podcast). Los resultados evidenciaron que el podcast tiene afinidad con los oyentes por la innovación y por la flexibilidad de consumo, lo que genera una percepción positiva. Se concluye que el podcast es una tendencia que se encuentra en aumento tanto en consumo como producción, representando una oportunidad para que las marcas apuesten por esta herramienta. / In Peru, according to the Redmas company, that 60% of Internet users consume audios through digital platforms. Of this group, 20% already consume podcasts. In this situation, influencers have chosen to create content and promoting their content through audio, developing their own podcast. To do so, they must take into account the opinion of their followers, since the permanence of the podcast depends on them. Therefore, it is necessary to know the perception of their followers regarding the podcast as a new tool to develop content. The research methodology uses the naturalistic paradigm and qualitative approach, where 30 semi-structured interviews were applied to young people between 18 and 30 years old, who are followers of the influencers Mia Nauca (Sin Paltas Podcast), Carlos Orozco, and Hugo Lezama (Moloko Podcast). The results showed that the podcast has an affinity with listeners for innovation and consumer flexibility, which generates the perception of closeness. It is concluded that the podcast is a trend that is increasing in both consumption and production, representing an opportunity for brands to bet on this tool. / Tesis

El presente trabajo analiza la percepción del uso de elementos chicha como generadores de conexión emocional entre la marca Yape y el adulto joven emprendedor de Lima Norte y de familia migrante. Se empleó una metodología cualitativa para analizar la campaña “Mi QR” de la marca Yape. Su objetivo era comunicar la nueva funcionalidad del código QR dentro de la aplicación. Se realizaron 15 entrevistas semiestructuradas a adultos jóvenes emprendedores de 25 a 35 años de Lima Norte y de familia migrante. La investigación arrojó que los elementos chicha que más destacan son la música y los colores. Sin embargo, los entrevistados no se identifican con ellos, pero sí con el personaje. En conclusión, lo chicha no solo está en los colores y la música, sino también en un personaje representativo como Susy Díaz. / This study analyzes the perception of using chicha elements as generators of emotional connection between Yape and young adult entrepreneurs from North Lima and from a migrant family. A qualitative methodology was used to analyze the Yape campaign called “Mi QR” Its objective was to communicate the new QR code functionality within the app. 15 semi-structured interviews were carried out to young adult entrepreneurs between the ages of 25 and 35 from North Lima and from a migrant family. The research showed that the chicha elements that stand out the most are music and colors. However, the interviewees don’t feel identified with them, but with the character. In conclusion, the chicha is not only in the colors and the music, but also in a representative character like Susy Díaz. / Tesis

Solicitud de envío manuscrito de artículo científico. / El presente trabajo analiza las percepciones de especialistas en ciencias sociales sobre la brand mascot Milco en la exposición Cuchimilco, creada por el Museo Amano. Este personaje, al ser punto de conexión entre la publicidad y la difusión de patrimonio cultural, nos motivó a realizar un estudio de caso que reúne, analiza y contrasta las opiniones de expertos de reconocida trayectoria en el estudio de la sociedad y cultura peruana para reconocer el potencial de Milco como un reciente caso de publicidad excepcional frente a un contexto desfavorecedor para el desarrollo del sector cultural peruano, concluyendo que la publicidad es una herramienta cuyos aportes a la cultura dependen de la responsabilidad alrededor de la formación y sentido crítico frente al contexto de los agentes que la elaboran. / This paper analyzes social sciences experts' perceptions about the brand mascot Milco as part of the exposition Cuchimilco, made by Amano Museum. This character, as a bridge between advertising and the spread of Peruvian cultural heritage, motivated us to explore through a case study that gathers, analyzes, and contrasts the opinions of renowned local experts in the study of Peruvian society and culture to recognize Milco's potential as a recent exceptional advertising case against an unfavorable context for the development of the Peruvian culture sector, concluding that advertising is a tool whose contributions to culture depend on the responsibility upon the education and critical sense of the agents that use it. / Tesis

Solicitud de envío manuscrito de artículo científico. / Este estudio analiza las percepciones del consumidor acerca del uso de la característica moda sostenible, empleada a través del vintage y el upcycling, como parte de la estrategia de branding de una marca independiente ubicada dentro del emporio comercial de Gamarra en Perú. Se realizó una metodología cualitativa para analizar sus percepciones respecto al caso de estudio elegido, la marca Infinity Beyond, la cual comercializa las técnicas de moda sostenible antes mencionadas. Se llevaron a cabo 15 entrevistas semiestructuradas a mujeres clientas de la marca y seguidoras de su cuenta oficial en la red social Instagram. La característica Moda Sostenible dentro de la estrategia de branding de una marca independiente ubicada en el emporio textil de Gamarra ayuda a diferenciarla y posicionarla frente a los demás pequeños negocios porque presenta características y beneficios relacionados a la sostenibilidad y autenticidad de sus productos, aunque el público no necesariamente conoce con exactitud qué es moda sostenible. / This study analyzes consumer perceptions about the use of the sustainable fashion characteristic, especifically vintage and upcycling, as part of the branding strategy of an independent brand located at the commercial emporium of Gamarra in Peru. A qualitative methodology was carried out to analyze the perceptions regarding the chosen case of study. It was the brand, Infinity Beyond, which markets the aforementioned sustainable fashion techniques. Fifteen semi-structured interviews were carried. The participants were women, clients of the brand and followers of its Instagram official account. The sustainable fashion characteristic in the branding strategy of an independent brand located at the textile emporium of Gamarra helps to position and differentiate it from other small businesses, because it presents characteristics and benefits related to the sustainability and authenticity of its products, even though the public does not necessarily know exactly what sustainable fashion is. / Tesis

Esta investigación constituye como tema principal el binarismo de género el cual, a lo largo de la historia, se ha hecho presente por la asignación normativa de formas de expresión, actuar y apariencia física a los sexos hombre y mujer. Este espectro, al clasificar los sexos en únicamente dos géneros (masculino y femenino), ha conllevado a que se construyan roles de género e ideales, los cuales han producido estigmas y patrones de género que perjudican a las personas que no se identifican y/o se expresan de forma distinta a su género asignado al nacer. Por ello se ha realizado un análisis teórico que estudia al binarismo y su vínculo con la indumentaria, lo cual permite entender de qué manera se manifiesta visualmente la diferenciación entre sexos y hasta qué punto trasciende esto a las conductas y formas de expresión de las personas. El presente trabajo busca estudiar a un grupo de jóvenes para entender su percepción acerca del binarismo de género en la indumentaria y como se manifiesta o no en la forma que visten. Posteriormente, al análisis teórico se buscará respuesta al objetivo principal mediante entrevistas y focus group, para analizar de una forma más cercana sobre sus experiencias, conocimientos y percepciones, en base a la teoría del binarismo de género y sus manifestaciones. / This research constitutes the main theme of gender binarism which, throughout history, has been made present by the normative allocation of forms of expression, action and physical appearance to the sexes of men and women. This spectrum, by classifying the sexes into only two genders (male and female), has led to the construction of gender roles and ideals that have produced stigmas and gender patterns that harm certain people who do not identify and / or express themselves differently from their gender assigned at birth. For this reason, a theoretical analysis has been carried out that studies binarism and its link with clothing that allows us to understand how it manifests itself visually and to what extent it delimits the behavior of people according to their assigned gender. This work seeks to study a group of young people to understand their perception of gender binarism in clothing and how it is manifested or not in the way they dress. Subsequently, the theoretical analysis will seek an answer to the main objective through interviews and focus groups, to analyze more closely about their experiences, knowledge and perceptions, based on the theory of gender binarism and its manifestations. / Trabajo de investigación

Aim: The aim of the study is to investigate the influence e-WOM through social network sites has on consumers focusing on brand perception and purchase intention.  Methodology: A qualitative study was applied with the semi-structured online interview conducted with nine respondents across Bangladesh. The collected primary data were transcribed and thematically analyzed with the reviewed literature.  Findings and Conclusion: We conclude that e-WOM through SNS helps consumers to select smartphones and gadgets. Due to paid reviews and negative influencers, trustworthiness is vital on SNS reviews. Also, the recommendation from known sources or personal research increases brand perception. Rather than relying on single reviews on SNS, it is highly recommended to justify the reviews for purchase intention of smartphones or gadgets. Contribution of the Thesis: This study suggests that e-WOM through SNS influences consumers' purchase of smartphones or gadget brands. It is recommended for the managers to determine reviewers on SNS regarding smartphone or gadget brands. Besides, this study exposes the importance of trustworthiness in SNS reviews.  Suggestion for the Future Research: We suggest future research on a similar topic using a larger sample size. We also propose a comparative study with two or more countries on similar products to determine differences and results relatively. Besides, this study only focused on smartphones or gadget items; focusing on different products with larger audiences might be done for future research. Furthermore, future research could be done