Main purpose of this thesis is to bring a reader into the problem of celebrity involvement in media marketing communication. In the thesis I explain the basic terms of celebrity marketing, consumer behavior, reference groups, marketing communication and celebrity endorsement. The application part focuses on my own research concerning the attitude of the Czech population sample to the advertisements with celebrities.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:75215 |
| Date | January 2009 |
| Creators | Uhrynová, Iva |
| Contributors | Koudelka, Jan, Vávra, Oldřich |
| 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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