Sponzoring a ambush marketing ve sportu

Plotzerová, A. Sponsorship and ambush marketing in sport. Brno, 2017. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, PhD. This diploma thesis deals with sponsorship and ambush marketing in sport. Its goal is to define the nature, character and use of sponsorship and ambush marketing in sport. This work deals with consumer behavior and examines how sponsoring affects consumers in various places and on various occasions, and how sponsoring in general is perceived by the consumer. Quantitative research, eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the conducted research, recommendations for practical applications were made