MATEČNÁ, M. Building brand communities. Diploma thesis. Brno: Mendel University in Brno, 2017. This diploma thesis deals with the functioning of brand communities in the form of friends clubs in the Czech Republic. The goal is to analyze the status of friends clubs and to identify the motivation and willingness of people to engage in communities. In the thesis are specified band communities and their building, estab-lishing, characteristics and realized community activities. The thesis explores the motives of people to engage in communities and identifies the factors perceived by the benefits of membership. Using analysis of primary data obtained through questionnaire surveys and in-depth interviews are made suggestions of recom-mendations for emerging and existing friends clubs and more specific for the Klub přátel Českého rozhlasu Brno.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:431656 |
| Date | January 2017 |
| Creators | Matečná, Mária |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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