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Srovnání efektu země původu u českých výrobků v tuzemsku a Rakousku / Comparison of the Country-of origin Effect on Czech Products Domestically and in Austria

The aim of this diploma thesis is to compare the influence of the country of origin effect on Czech products between Czech and Austrian university students. The first part includes description of existing theories in this field and also presents theoretical possibilities of brand and product origin communication. The empirical part introduces both markets, selected brands Škoda Auto and Pilsner Urquell and presents the interpretation of the data obtained from the questionnaire and its quantitative analysis. In the proposal part, the conclusions of the hypotheses constructed based on the empirical research in the first chapter are interpreted, the differences between both groups of respondents are discussed and author’s proposals are presented.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:377643
Date January 2018
CreatorsPlieštik, Marek
ContributorsHořínková, Monika, Chalupský, Vladimír
PublisherVysoké učení technické v Brně. Fakulta podnikatelská
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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