| Abstract [eng] |
The main purpose of the work: on the ground of the thoeretical material about brand and cross-cultural marketing, to form and present a model of brand awareness in cross-cultural aspect. In the first part the theoretical material is presented in which the phrases culture and cross-cultural marketing are presented, also identifying their place in the global markets today. In the second part is the phrase international brand is analyzed, the awareness, loyalty and value of the brand is explained. At the end of the second part of the paperwork the model of awareness about the international brand is presented. In the third part the analysis of the fulfilled research is presented. The research was made by questionnaire and second data. The research results are analyzed and presented in a graphical manner. There are used press publications and statistical data sources. The work contents 63 pages, 10 tables, 23 pictures. |
