Thesis (Selection of subject)

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Strategická komunikace společnosti Crossfit: naplnění diskurzu značky očima českých Crossfit atletů

Thesis title in Czech:	Strategická komunikace společnosti Crossfit: naplnění diskurzu značky očima českých Crossfit atletů
Thesis title in English:	Strategic communication of Crossfit: fulfilling the brand discourse through the eyes of Czech Crossfit athletes
Key words:	CrossFit, brand, značka, značková komunita, strategie, kvalitativní výzkum
English key words:	CrossFit, brand, brand community, strategy, qualitative research
Academic year of topic announcement:	2023/2024
Thesis type:	diploma thesis
Thesis language:	čeština
Department:	Department of Marketing Communication and Public Relations (23-KMKPR)
Supervisor:	PhDr. Tereza Klabíková Rábová, Ph.D.
Author:	hidden - assigned by the advisor
Date of registration:	12.10.2023
Date of assignment:	12.10.2023
Date and time of defence:	21.06.2024 09:00
Venue of defence:	Areál Jinonice, C618, 618, Zasedací místnost 6.patro
Date of electronic submission:	29.04.2024
Date of proceeded defence:	21.06.2024
Opponents:	Mgr. Ing. Kateřina Turková, Ph.D.

References

ČÁSLAVOVÁ, Eva. Management a marketing sportu 21. století. Ekopress, 2020.

Holtzhausen, D., & Zerfass, A. (2014). Strategic Communication: Opportunities and Challenges of the Research Area 1. The Routledge handbook of strategic communication, 3-17.

NOVOTNÁ, Hedvika; ŠPAČEK, Ondřej; JANTULOVÁ, M. Šťovíčková. Metody výzkumu ve společenských vědách. FHS UK, 2019.

Plowman, K. D., & Wilson, C. (2018). Strategy and tactics in strategic communication: Examining their intersection with social media use. International Journal of Strategic Communication, 12(2), 125-144.

Füller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation. Journal of product innovation management, 25(6), 608-619.

Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.

Kim, W. C., & Mauborgne, R. (2014). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press.

Preliminary scope of work

Cílem diplomové práce bude analyzovat strategickou komunikaci společnosti CrossFit a vnímání značky skrze jedince participující v CrossFitu.

Preliminary scope of work in English

The aim of the thesis will be to analyse the strategic communication of CrossFit and the perception of the brand through individuals participating in CrossFit.