Master's Thesis "Improvement Theory 'Brand Engagement in Self-Concept' through Qualitative Research" explains consumer-brand relationship view of new theory, which extends existing knowledge of incorporation brands into the self-concept. The main objective is to determine profiles of low and high BESC consumers by using in-depth interviews. In the theoretical part the explanation of brand identity, self-concept and the connection between them is done. It is followed by description of quantitative studies including the basic knowledge about the theory BESC. Consequently, in the practical part the analysis in-depth interviews, descriptions of low and high BESC consumers and intergroup comparisons are presented. Finally, the general outcome compares results of qualitative and quantitative research, and concurrently suggests managerial implications of using the theory BESC in marketing practice.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162361 |
| Date | January 2012 |
| Creators | Šenková, Simona |
| Contributors | Karlíček, Miroslav, Machek, Martin |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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