About: Impact of value structure on brand engagement depending on degree of self-esteem of adolescents

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rdf:type	skos:Concept http://linked.opendata.cz/ontology/domain/vavai/Vysledek
Description	This research demonstrates the relationship between the brand engagement, depending on the structure of values and level of self-esteem in adolescents. The research methods was used: Rosenberg´s Self-esteem Scale Rosenberg,1965), Portrait Values Questionnaire (Schwartz, 1992, 1994, 1999), Brand engagement (Sprott, Czellar, Spangenberg, 2009). The final outcomes showed differences, as well as a certain correlation between the values, which are attributed to adolescents, and engagement attributed to brand. Cultural values are identified as influential factors for the brand engagement perception of the importance of adolescents depending on their level of self-esteem. Research shows the importance of recognition of the values for understanding and foresight of relations between values and attitudes towards brands, which reflect both their behavior and their social experience. The result provides recommendations for marketing communication to easier identification of compatible and antagonistic values, which adolescents associate with a brand. This research demonstrates the relationship between the brand engagement, depending on the structure of values and level of self-esteem in adolescents. The research methods was used: Rosenberg´s Self-esteem Scale Rosenberg,1965), Portrait Values Questionnaire (Schwartz, 1992, 1994, 1999), Brand engagement (Sprott, Czellar, Spangenberg, 2009). The final outcomes showed differences, as well as a certain correlation between the values, which are attributed to adolescents, and engagement attributed to brand. Cultural values are identified as influential factors for the brand engagement perception of the importance of adolescents depending on their level of self-esteem. Research shows the importance of recognition of the values for understanding and foresight of relations between values and attitudes towards brands, which reflect both their behavior and their social experience. The result provides recommendations for marketing communication to easier identification of compatible and antagonistic values, which adolescents associate with a brand. (en)
Title	Impact of value structure on brand engagement depending on degree of self-esteem of adolescents Impact of value structure on brand engagement depending on degree of self-esteem of adolescents (en)
skos:prefLabel	Impact of value structure on brand engagement depending on degree of self-esteem of adolescents Impact of value structure on brand engagement depending on degree of self-esteem of adolescents (en)
skos:notation	RIV/70883521:28130/13:43870625!RIV14-MSM-28130___
http://linked.open...avai/predkladatel	Fakulta multimediálních komunikací
http://linked.open...avai/riv/aktivita	V
http://linked.open...avai/riv/aktivity	V
http://linked.open...iv/cisloPeriodika	4
http://linked.open...vai/riv/dodaniDat	2014
http://linked.open...aciTvurceVysledku	Šramová, Blandína Jurášková, Olga
http://linked.open.../riv/druhVysledku	J - Článek v odborném periodiku
http://linked.open...iv/duvernostUdaju	S - Úplné a pravdivé údaje nepodléhající ochraně podle zvláštních právních předpisů
http://linked.open...titaPredkladatele	Univerzita Tomáše Bati ve Zlíně / Fakulta multimediálních komunikací
http://linked.open...dnocenehoVysledku	79085
http://linked.open...ai/riv/idVysledku	RIV/70883521:28130/13:43870625
http://linked.open...riv/jazykVysledku	eng - angličtina
http://linked.open.../riv/klicovaSlova	Brands Engagement, Portrait Values, Self-Esteem, Adolescents (en)
http://linked.open.../riv/klicoveSlovo	Adolescents Brands Engagement Portrait Values Self-Esteem
http://linked.open...odStatuVydavatele	MA - Marocké království
http://linked.open...ontrolniKodProRIV	[A8A1E3F2AE5D]
http://linked.open...i/riv/nazevZdroje	International Journal of Innovation and Applied Studies
http://linked.open...in/vavai/riv/obor	AJ
http://linked.open...ichTvurcuVysledku	2 (xsd:int)
http://linked.open...cetTvurcuVysledku	3 (xsd:int)
http://linked.open...UplatneniVysledku	2013
http://linked.open...v/svazekPeriodika	3
http://linked.open...iv/tvurceVysledku	Jurášková, Olga Šramová, Blandína Džupina, Milan
issn	2028-9324
number of pages	10 (xsd:int)
http://localhost/t...ganizacniJednotka	28130

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