German automotive manufacturers communication and brand management

Sinkai Márk (2025) German automotive manufacturers communication and brand management. Külkereskedelmi Kar.

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Absztrakt (kivonat)

German automotive manufacturers are key players within the Hungarian market, their communication plays a pivotal role in shaping consumer brand perception. This thesis aims to highlight the importance of communication and brand management in Hungary and how different tactics influence customer perception. Moreover, the thesis also focuses on which German manufacturer industry is the most successful. The research includes an in-depth case study of Audi and Mercedes-Benz, aiming to highlight the importance of localised communication and brand management to engage with the Hungarian market. On the other hand, the dissertation also includes a primary research which intends to reflect on the Hungarian customers perception and their behaviours on social media regarding to German automotive industry. The survey includes two open-ended question to fully leverage respondents reaction. It has been filled out by more than one-hundred individuals. The majority of the participants are between the age 18-24.The key findings of the research suggests that the implementation of Hungarian influencers wereineffective, and reveals that Hungarian consumers show a preference for contents that contributes to reliability, long-lasting use and fair payment. Furthermore as the case studies demonstrate, the nation exhibit a preference to cultural values and language rather than relying on influencers. Furthermore, the primary research contributes to the earlier results.Examining the results, showcase the critical role of localised communication and shed the light on brand presence in culturally different countries. It also provides information for the manufacturers how to tailor their messaging on social sites to engage with their audience. Primary research data contributes to Audi's advanced localised communication tactics as it is exhibit a higher preference within the Hungarian market.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Kommunikáció Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	autóipar, Germany, Hungary, Magyarország, marketing communication, marketingkommunikáció, márkaépítés, márkázás, Németország
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:31
Utolsó módosítás:	2025. Okt. 27. 14:31

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