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Marketingový význam body image: Komparace vnímání body image v americkém a čínském kulturním prostředí na vybraném segmentu / Importance of Body Image Marketing: Comparison of Body Image Perception in American and Chinese cultural environment on selected segment

This dissertation is focused on exploring differences of perception of body image in consumer marketing in two relatively diverse cultural backgrounds - the United States and China - on a sample of respondents (university students), their fundamental differences in perceptions of ideal body image, differences in attitude to decorate, and modify body. Using content analysis of selected print media portrayed examines differences in female and male bodies in advertising in both countries examined, including analysis of product categories.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73561
Date January 2007
CreatorsSkokanová, Dagmar
ContributorsBoučková, Jana, Souček, Zdeněk, Tomek, Gustav
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/doctoralThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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