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
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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
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Czech description
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Classification
Type
J<sub>ost</sub> - Miscellaneous article in a specialist periodical
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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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
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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
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EID of the result in the Scopus database
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