Marketing Communication and Auditor´s Brand

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F16%3A%230000240" target="_blank" >RIV/04274644:_____/16:#0000240 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Marketing Communication and Auditor´s Brand
Original language description
The auditor’s profession is part of modern company management. However, ambivalences may arise in the perception of the auditor’s profession. The problem with the ambivalences can be solved by a strategic care for the auditor’s profession, or by a care for the auditor’s brand. In order to do so, marketing communication can be used which ensures positive perception by target groups of customers. Therefore, the aim of the paper is to analyze the impact marketing communication has on auditor’s brand. The subsequent research verifies the differences between evaluation of the audit by respondents who received marketing communication and respondents who did not receive marketing communication. The methods employed to study the subject matter include analyzing current theories as well as online questionnaires sent to the target group of customers of the audit. The results of the questionnaire then revealed that the constructed hypothesis had been proved as respondents who received marketing communication eva
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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