This master's thesis aims to prove the possible relationship between corporate social responsibility and decision making of buyers as well as the potential of CSR and business philanthropy in marketing. The thesis contains the most relevant findings from the areas of marketing, social responsibility, psychology of marketing and emotions in advertising as well as brand creation. The practical part deals with RWE Czech Republic and its social sphere projects. It also contains a questionnaire which aims to identify the level of common knowledge and attitude of customers to corporate social responsibility as well as their knowledge of particular projects carried out in the Czech Republic. Deep structured interview with experts from business and marketing then completes the overview.

The diploma thesis is focuses on monitoring the effectiveness of marketing resources and increasing the brand value of the company. The theoretical part deals with the findings about the company issues, brand and its value. The thesis subsequently presents a list of elements that relate to increasing of the brand value. The final topic of the theoretical part aims at methods of evaluation of brand value and interviewing methodology. In the practical part, the thesis deals with the analysis of the selected construction company, evaluation of its brand in comparison with another company of similar character and hypothesis testing. Finally, on the basis of the findings, marketing tools are proposed to effectively increase brand value of the company.

This master‘s thesis deals with the communication of company DORINT, Ltd. to their surroundings and its evaluation. Attention is devoted to analyzing the current situation of the company, mainly influences acting upon him. The solution of the whole work is to design a complete communication strategy focused primarily on promoting the regional brand.

The thesis addresses current issues in experiential marketing research. More precisely, it focuses on the impact experiences earlier in life have on the preference towards a brand and its meaning later in life, as well as the influence of audio-visual product experiences on the perceived haptic evaluation of products. The thesis uses a wide selection of theories, from conditioning to embodied cognition and multisensory enhancement and provides novel contributions to marketing research.:I. The Influence of Brand Experiences onto Brand Preference, Brand Meaning and Haptic Product Evaluation - Essays in Experiential Marketing Research 1. The Relevance of Experiences in Marketing and Marketing Research 2. Paper A 2.1 Gaps & Research Questions 2.2 Summary 2.3 Contributions 2.4 Future Research Directions 3. Paper B 3.1 Gaps & Research Questions 3.2 Summary 3.3 Contributions 3.4 Future Research Directions 4. Paper C 4.1 Gaps & Research Questions 4.2 Summary 4.3 Contributions 4.4 Future Research Directions 5. References II. How Memorable Experiences Influence Brand Preference III. Meaningful Experiences – an Embodied Cognition Perspective on Brand Meaning Co-Creation IV. Touching Sounds - Improving the Haptic Evaluation of a Product that cannot be Touched but Seen and Heard 1. Introduction 2. Theoretical Background 2.1 Product Evaluation and Touch 2.2 Haptic Imagery as a Surrogate for Actual Touch 2.3 Hypotheses 3. Study Designs 3.1 Overview of Studies 3.2 Stimuli and Pretests 4. STUDY 1: Audio-visual texture evaluation through sound 4.1 Methodology 4.2 Dependent Measures 4.3 Results 4.4 Discussion 5. STUDY 2: Audio-visual hardness evaluation through sound 5.1 Methodology 5.2 Dependent Measures 5.3 Results 5.4 Discussion 6. General Discussion 7. References

This thesis consists of two main parts - theoretical part and practical part. Marketing mix, development of marketing communications, communication campaign and individual tools of communication mix with focus on BTL marketing communications (Sales Promotion, Direct Marketing and New Media) and their importance for brand building are described within the theoretical part. The practical part includes the analysis of BTL online communication campaign for New Fiesta made by Ford Motor Company. The objective of this thesis is to demonstrate the increasing significance of BTL communications for effective targeting and brand building.