Marketing Communication and Auditor´s Brand

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Marketing Communication and Auditor´s Brand

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Marketing Communication and Auditor´s Brand

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50200 - Economics and Business

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název statě ve sborníku

MARKETING IDENTITY: Brands we love – part I.

ISBN

9788081058400

ISSN

1339-5726

e-ISSN

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Počet stran výsledku

9

Strana od-do

445-453

Název nakladatele

UCM v Trnave

Místo vydání

Trnava

Místo konání akce

Slovenská akademie věd, Smolenice, Slovensko

Datum konání akce

8. 11. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000410451700043