http://hdl.handle.net/10563/1000006 2026-04-09T19:07:13Z 2026-04-09T19:07:13Z Opelík, Daniel Voráček, Josef Bernardová, Gabriela Bačuvčík, Radim http://hdl.handle.net/10563/1012697 2026-02-19T10:08:23Z 2025-01-01T00:00:00Z

Communicating sport, sustainability and social activism to generation Z: consumer perceptions Opelík, Daniel; Voráček, Josef; Bernardová, Gabriela; Bačuvčík, Radim Objective: This study aimed to identify how selected representatives of Generation Z, specifically university students, perceive Adidas marketing campaigns. The research sought to explore their perceptions, considering various aspects of the campaigns such as target audiences, media used, and messaging, in the context of Generation Z’s unique values and consumer behavior. Furthermore, the study investigated the alignment of these campaigns with the values characterizing Generation Z and the effectiveness of different communication strategies employed by Adidas. Methods: A mixed-methods approach was employed, combining quantitative and qualitative research methodologies. The quantitative phase involved an online questionnaire distributed to Generation Z students. The questionnaire assessed awareness of specific Adidas campaigns (e.g., Parley for the Oceans, Love Unites, Sportswear), emotional responses, agreement with campaign-related statements, and purchase likelihood using Likert scales and the Net Promoter Score. The qualitative phase consisted of two focus group discussions, to gain deeper insights into their perceptions and to elaborate on the quantitative findings. Thematic analysis was used to analyze the qualitative data, while descriptive statistics were conducted on the quantitative data. Results: The study generally indicated a moderate level of awareness regarding various Adidas marketing campaigns among the Generation Z student population. Sportspersons were more frequently recognized and perceived as more credible brand ambassadors compared to celebrities and influencers. Campaigns addressing themes of sustainability and diversity generally resonated with the respondents, suggesting an awareness and consideration of these values. However, the study also revealed a notable “paradox of Generation Z,” where despite expressing interest in sustainability and ethical considerations, price and practicality often took precedence in stated purchase intentions. Furthermore, there was a general indication of a potential disconnect between the recognition and impact of global Adidas campaigns within the specific context of the Generation Z demographic. Direct communication attempts via mobile applications were largely unnoticed and not preferred. Collaborations with youth sports leagues and the brand’s venture into NFTs also showed low levels of awareness among the respondents. Conclusion: The study concludes that while Adidas makes efforts to engage with the values of Generation Z in its marketing campaigns, the overall impact and resonance within the student demographic are nuanced. The findings highlight the importance of focusing on authentic and credible brand ambassadors, particularly from the sports domain. Despite a stated affinity for values such as sustainability and diversity, the economic realities often influence purchase decisions, underscoring the “paradox of Generation Z.” Global brands like Adidas need to carefully consider local market penetration and tailor their communication strategies to enhance recognition and impact among the Generation Z audience

2025-01-01T00:00:00Z Vázalová Gartnerová, Eva http://hdl.handle.net/10563/1012717 2026-03-26T13:13:50Z 2025-01-01T00:00:00Z

Strategic audiencing: Best practices for a holistic approach to audience engagement in museums Vázalová Gartnerová, Eva This article explores the concept of audience engagement in university museums by adopting a comprehensive approach that considers audiences in a broad sense–not only as external visitors, but also as internal stakeholders, including museum staff, volunteers, and students. Based on fieldwork conducted through a series of study visits, in-depth interviews with museum professionals, and observational research, the study draws insights from university museums in the US and Australia. These institutions were selected for their exemplary and innovative integration of museum practice within academic environments and wider communities. The research introduces a strategic model of audiencing that identifies six interconnected elements crucial for effective engagement: audience research, institutional governance, communication, content management, spatial design, and community building. These pillars are further enriched by a set of core institutional values such as inclusion, accessibility, innovation, sustainability, ethics, wellbeing, and interdisciplinarity. Although the research described did not generate detailed examples of internal audiences, the article briefly considers how the proposed model can also be applied to groups such as museum staff, volunteers, and student collaborators. Rather than offering a one-size-fits-all framework, the article highlights adaptable best practices intended to guide university museums in creating audience strategies that are context-sensitive, inclusive, and forward-thinking.

2025-01-01T00:00:00Z Weberová, Dagmar Štarchoň, Peter Juříková, Martina Káčerková, Eliška Ližbetinová, Lenka http://hdl.handle.net/10563/1012230 2025-02-13T12:56:46Z 2024-01-01T00:00:00Z

Consumer preferences for eco-friendly products Weberová, Dagmar; Štarchoň, Peter; Juříková, Martina; Káčerková, Eliška; Ližbetinová, Lenka The aspect of eco-friendliness and the promotion of domestic products is becoming an important trend in business. Knowledge of consumer attitudes towards eco-friendly products enables the public and private sectors to shape consumer behaviour and respond more appropriately in their marketing campaigns. The aim of this research paper is to identify consumer preferences for eco-friendly products in the Czech Republic. The research is based on consumer behaviour theory with a focus on eco-friendly products, environmentally responsible consumers, and the effect of their country of origin. The objective will be fulfilled through a survey of 1,523 consumers in the Czech Republic. Descriptive and inferential statistics were used to process the data. The results indicate a majority group of actively environmentally responsible consumers. The preference for eco-friendly products is significantly different in terms of gender, age, and economic status.

2024-01-01T00:00:00Z Pinkava, Ivan Fišerová, Lucia http://hdl.handle.net/10563/1012109 2025-01-16T00:04:44Z 2020-01-01T00:00:00Z

Answer an Image Pinkava, Ivan; Fišerová, Lucia Is it possible to fulfil a (seemingly anachronic) desire for seeking beauty through its "distortion"? Can a wounded body be depicted as victorious? Who is imitated by "a portrait" of a biblical or mythological character? In what way can a subject be reflected in a used, worn-down thing? And, consequently, in what way is a photograph related to a subject and its particular story? Does it conserve it indefinitely or does it give it some extended "life after life"? What is the place of emptiness in a photographic image and what can be retrieved in it? Is it possible to visualize the sacred through the remains of things that a photograph rips from deterioration caused by time? The work of the photographer Ivan Pinkava is full of questions that are simultaneously the beginnings of answers.

2020-01-01T00:00:00Z