The thesis deals with the legal institution of assignment of contract from comparative point of view. The core of contract assignment lies in the replacement of a contractual party by a third person during the existence of a contractual relationship. As a new institution in Czech civil law introduced by the Civil Code as of 1. January 2014, the topic has not been sufficiently covered in legal theory and therefore its academic elaboration is highly actual. Before the 1 January 2014, the assignment of contract was not expressly recognised by the Civil Code 1964 or the Commercial Code, however the practice often pointed out the lack of legal regulation and looked for other ways to achieve the replacement of the contractual party. The goal of this thesis is to identify the diversities between the chosen legal regulations and to provide an evaluation of the Czech regulation based on comparison with foreign approaches. Comparison with the Italian civil law concept of cessione del contratto was chosen because of its major influence on other European codifications of contract law including the Civil Code 2012. Other regulations, such as the Civil Code of Netherlands, European Contract Code, Principles of European Contract Law, Draft Common Frame of Reference or UNIDROIT Principles of International...

in English The thesis aims especially on questions concerning law of exchange which are not satisfactorily answered yet neither by academical community nor by judicial decisions made by the Czech courts and those which should be, from the point of my view, answered differently. In the first chapter, I tried to critically review various doctrinal definitions of bill of exchange and to draw up my own definition which affects bill of exchange complexly in its entireness. Second chapter is divided into three subdivisions chronologically. First subdivision refers to proofs of ancient documents congenial to contemporary bills of exchange. I have come to conclusion that the existence of bills of exchange can be proven as far as the beginning of the first millenium. Institute simmilar to the one of bill of exchange may be found in the Roman civil law. The second subdivision of second chapter assays medieval bills of exchange very thoroughly more than any other thesis on the same subject. All my ideas given are supported by quotations. The third subdivision briefly explains development of law of exchange in the modern period. The third chapter is dedicated to the general purpose of law of exchange and its modern usage with extra amount of attention paid to blank bills of exchange and collateral drafts....

I denna uppsats har två filmer ur kampanjserien The Spirit of Travel från lyxmodevarumärket Louis Vuitton analyserats med syftet att undersöka om det är någon skillnad i att marknadsföra sig med eller utan celebrity endorsement. De frågeställningar jag ämnat besvara är vilka kärnvärden och attribut som kommer tilltals, hur förkroppsligandet skiljer sig åt i de två filmerna samt vilken betydelse en celebritet kan ha för ett varumärke. Filmerna fungerar som reklamkampanj för varumärkets produkter samtidigt som de agerar resekatalog. De båda filmerna utspelas på tropiska destinationer, den ena med ett antal till synes anonyma fotomodeller och den andra med två välkända celebriteter. Studien har utförts med den kvalitativa analysmodellen semiotisk bildanalys vilket jag kombinerat med en retorisk analys då filmerna innehåller både bild, text och berättarröst. Jag har använt mig av en befintlig modell för att undersöka hur mening överförs från varumärke genom celebritet till konsument. Denna modell har jag applicerat på mitt empiriska material för att se vilken typ av identifikationsform vi som mottagare känner gentemot Louis Vuitton och vad det faktiskt är vi mottagare identifierar oss med. Varumärkets vision är att konsumenterna ska se resan som själva upplevelsen och inte destinationen. Varumärkets kärnvärden resa, historia och hantverk framställs tydligt i de båda filmerna. Analysen har visat att celebriteterna förmedlar självsäkerhet, styrka, oräddhet och nyfikenhet. Celebriteterna förhöjer produkterna och får dem att kännas ännu mer exklusiva. Fotomodellerna å andra sidan framstår mer som rekvisita vilket förstärks av de poser de arrangerats i för att framhäva varumärkets produkter. Av analysen utläser jag att de identitetsdrag vi som mottagare borde vilja identifiera oss med förutom kropparna och celebriteternas skönhet, är styrka. Analysen har visat att användningen av celebriteter i marknadsföring således är ett sätt för både celebritet och varumärke att marknadsföra sig genom. En fotomodell är inte kapabel att skapa samma individualisering och karaktärisering i samma utsträckning som en celebritet vilket visat sig tydligt i denna studie.

Mukbang is a Korean word for ‘eating livestream’. As an emerging sub-genre of internet influencers, Mukbang influencers has become the marketing tool for some firms recently. In this paper, we will conduct a case study of small sized e-commerce firms in China’s food industry. We explore firms’ perspectives towards the emerging Mukbang phenomenon, aiming to find out which factors influence the adoption of Mukbang influencer marketing by small firms. Our research results illustrate that the main point of concern for companies is the lack of information about financial data such as the average return on investment, and also the lack of information on consumer preferences and consumer analysis. Opportunity, potential benefits, uncertainty, resources available and the characteristics of the firms (or to be more specific, the management team) are important factors that influence small firms’ marketing decisions to use or not internet influencer marketing.

O presente estudo buscou entender a influência da utilização da celebridade Gisele Bundchen em anúncios de propaganda no comportamento do consumidor por meio de uma das técnicas de Neuromarketing: o eye tracking. Sendo assim, esta pesquisa objetivou analisar se é realmente importante a presença da celebridade em propagandas de anúncio impresso analisada sob o ponto de vista do Neuromarketing por meio da análise da atenção visual ao estímulo \'celebridade\'. Para a verificação dos objetivos, das hipóteses e da proposição advindas destes objetivos, foi empregada uma metodologia em que se buscou avaliar a atenção visual dos consumidores acerca do estímulo \'celebridade\' em relação aos demais estímulos presentes nos anúncios impressos como a logomarca, nome ou símbolo que representa a marca; o produto; e outras pessoas não famosas. Essa avaliação foi realizada por meio da técnica de Neuromarketing que utiliza o equipamento de eye tracking. Assim, os participantes foram divididos em três grupos (um que avaliou os anúncios das seis marcas com a celebridade; o outro que avaliou os anúncios destas mesmas marcas com a presença de pessoas não famosas e um último grupo que avaliou os anúncios das marcas sem a presença de pessoas). No final do foi aplicado um questionário para confirmação de alguns dados e para análise em relação à lembrança da marca. Os resultados, no geral, demonstraram que, de alguma forma, os participantes prestaram atenção na celebridade considerada na pesquisa (o que foi evidenciado, principalmente, pelos mapas de calor apresentados). Quando as celebridades foram comparadas às pessoas não famosas, em alguns casos (com a confirmação de algumas hipóteses), foi evidenciada a importância da presença da celebridade; porém, em outros casos, houve mais destaque para a presença da pessoa não famosa. Na pesquisa ficou evidente, também, que a presença de pessoas (sendo elas celebridade ou não) pode atrapalhar no processo de atenção para a marca e o produto e que, quando não se utilizou pessoas, houve mais atenção dos participantes para estes outros estímulos. / This study intend to understand the influence of the use of celebrity Gisele Bundchen in advertising announcements on consumer behavior through one of Neuromarketing techniques: the eye tracking. Thus, this study aimed to analyze whether it is really important the presence of the celebrity in print ad advertisements analyzed from the point of view of Neuromarketing through analysis of visual attention to the stimulus \'celebrity\'. For the verification of goals, hypotheses and proposal arising from these, we used a methodology in which it sought to evaluate the visual attention of consumers about the stimulus \'celebrity\' in relation to other stimulis presents in print ads as the logo, name or symbol is the mark; the product; and non-famous people. This was accomplished by Neuromarketing technique which uses eye tracking device. The participants were divided into three groups (who evaluated the ads of six brands with celebrity, the other evaluating the ads these same brands with the presence of non-famous people and a last group that evaluated the announcements of the marks without the presence of people). At the end was applied a questionnaire to confirm some data and analysis regarding the brand recall. The results in general show, somehow, that the participants paid attencion to celebrity considered in the survey (which was evidenced mainly by heatmaps shown). When celebrities were compared to non-famous people, in some cases (with the confirmation of some hypotheses), the importance of the presence of celebrity was evident, however, in other cases, there was more emphasis on the presence of non-famous person. It was evident, too, that in the search, somehow, the presence of people (celebrity or not) can disrupt the process of attention to the brand and the product and that when not used people, there was more attention from participants to these stimuli.

This study examined existing K-12 online teacher preparation programs in the United States to ascertain the degree to which teachers are prepared to function in online/blended classroom learning environments. This study used a content analysis approach. Research specifically targeted online teacher preparation programs implemented in institutions of higher education. The researcher collected data from state offices of education and institution deans through email surveys inquiring about the existence and capacity of K-12 online teaching endorsements, course descriptions and other course documents.

TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING / El celebrity endorsement corresponde a una estrategia de comunicación, la cual frecuentemente puede ser vista en diversos avisos de diferentes marcas. Hasta ahora ha sido estudiada mayormente en medios tradicionales como la televisión, diarios y revistas, sin embargo poco se ha investigado sobre sus efectos en medios online, específicamente redes sociales. Este estudio propone un experimento factorial, donde se pretende comparar los efectos a niveles cognitivos, afectivos y conductuales de cuatro piezas publicitarias, que alternan tanto el medio: online/offline y como el nivel de explicitness en la comunicación; explícito/implícito. El estudio se realizó con la red social Instagram, ya que esta tiene un uso frecuente en la población joven chilena, además de un mayor engagement o interacción por publicación que otras redes sociales como Facebook y Twitter (Elliot, 2015). Junto con esto resulta una medio idea para las marcas, puesto que al solo poder compartir fotos o vídeos y estar diseñada para aplicaciones móviles, permite ver publicaciones y/o publicidades de las marcas y celebridades en cualquier lugar y momento. Los resultados muestran mejores resultados cognitivos en el medio online y con mensajes implícitos, mientras que los resultados a nivel afectivo resultan superiores cuando se hace publicidad explícita en medios offline. A nivel conductual se observa acciones explícitas tienen una leve mejor respuesta, sobre todo en el medio online. Muchos de estos hallazgos coinciden con la literatura previa, mientras que otros que no habían sido tan estudiados resultan ser muy interesantes. Las implicancias de estos resultados son discutidos al final del estudio.

Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be local celebrity endorsement. This thesis investigates the impact of local and well-known celebrity endorsement on communication effectiveness. Through a quantitative study, the authors have concluded that local celebrity endorsers are perceived more trustworthy and emotionally involved in the endorsement process than well-known celebrity endorsers. Local celebrities and well-known celebrities are perceived equally expert, attractive and capable of transferring meaning to the endorsed product. Local celebrity endorsement is overall more effective than well-known celebrity endorsement in communicating the endorsement message. It can therefore be a suitable tool for newly started ventures that cannot afford to employ more expensive, well-known celebrity endorsement in their quest for gaining quick reputational capital.

Background – Celebrity endorsement has been researched to a great extent, however the main focus of the previous research has been about the effectiveness and the neg-ative/positive information about the celebrity and the brand. Additionally, previous studies on gender differences have been conducted; however it has not been done in consideration with celebrity endorsement in the fashion industry. Purpose – This study aims to examine if there is a difference between how men and women perceive celebrity endorsement in the fashion industry. The purpose is to gain a deeper understanding of factors that affects how genders perceive celebrity endorsement, and lastly to research if the celebrity endorsement has a positive or negative effect on the brand endorsed. Method – The theoretical framework was tested through focus groups conducted with students from Jönköping University. It was also researched through an online questionnaire that was spread to the author’s personal networks via social media. The questions have been designed according to the AIDA-framework to help address im-portant steps that the consumer goes through. Conclusion – The findings suggests that there is a difference between how men and women perceive celebrity endorsement. The women analyze different cues to a greater extent and tend to be more skeptical, while the men focus mostly on the prominent cues. Moreover, the findings show that both men and women are more at-tentive to a male celebrity endorser than a female celebrity endorser.

Date: May 30, 2012  University: Mälardalen University, Sweden  Program: MIMA- International Marketing  Course Name: Master Thesis (EFO705)  Title: Creating Brand Awareness Through Event Marketing  The Off-Field Competition of Sportswear Companies in the Olympics  Authors: Laura Dolge and Malin Marmbrandt  Purpose: The purpose of this paper is to research how companies are promoting themselves efficiently to increase brand awareness through advertisement in major sporting events, through viral marketing and athlete endorsement.  Research Questions: Firstly: What are the major differences and similarities between the official and non-official sponsors and their marketing activities when creating brand awareness in sporting events?  Secondly: How do official and non-official sponsoring companies increase brand awareness in sporting events through viral marketing activities?  Thirdly: How do official and non-official sponsoring companies increase brand awareness in sporting events through athlete endorsement?  Method: Data was collected with a qualitative multi-method approach that consists of observations of online social networks and media (netnography), and semi-structured interviews was applied.  Conclusion: The main differences between the official and the non-official sponsor´s marketing campaigns are that the official sponsor has the advantage of using the event’s logo in its campaigns, and is able to advertise during the event. Whilst, there are many rules that restricts the non-official company´s campaigns. Regardless, non-official sponsors are still able to associate themselves with the event by using creative viral marketing campaigns and endorsing athletes, thus create brand awareness by so called ambush marketing.