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Creation of Cultural Values in Communication as a Challenge for Czech Beer Brands

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F23%3AA0000383" target="_blank" >RIV/47813059:19520/23:A0000383 - isvavai.cz</a>

  • Result on the web

    <a href="https://aak.slu.cz/current_issue.php" target="_blank" >https://aak.slu.cz/current_issue.php</a>

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Creation of Cultural Values in Communication as a Challenge for Czech Beer Brands

  • Original language description

    The article deals with a research investigation focused on marketing communication. Within this research investigation, the article focuses on the sub-dimensions of marketing communication with respect to cultural aspects. The subject of the research, which was carried out in the period 2018, are advertising spots for Czech beer brands Pilsner Urquell, Staropramen and Radegast. In our research investigation, we rely on theoretical backgrounds in the field of branding, connotation and cultural stereotypes. The methodology of the research is based on a qualitative approach to the issue under study, taking into account the linguistic and extra-linguistic components of selected advertisements of the Pilsner Urquell, Staropramen and Radegast brands. On this basis, we try to show the creation of cultural stereotypes, which are crucial for the creation of a brand image in the context of communication with consumers. In our research investigation, we take into account the method of analysis, synthesis and description. The output of the investigation is a set of stereotypes typical for addressing the Czech consumer.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>ost</sub> - Miscellaneous article in a specialist periodical

  • CEP classification

  • OECD FORD branch

    50802 - Media and socio-cultural communication

Result continuities

  • Project

  • Continuities

    I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Others

  • Publication year

    2023

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Name of the periodical

    Acta academica karviniensia

  • ISSN

    1212-415X

  • e-ISSN

  • Volume of the periodical

    23

  • Issue of the periodical within the volume

    1

  • Country of publishing house

    CZ - CZECH REPUBLIC

  • Number of pages

    14

  • Pages from-to

    5-18

  • UT code for WoS article

  • EID of the result in the Scopus database