Purpose of the article One of the approaches how to create a concept of a brand is a form of identifying association network in the mind of the consumer and creating semantic maps composed of all associations that are largely shaped by cultural values of consumers. Methodology/methods In the first phase, the author of the study was detecting the associations connected with the Mexican brand alcoholic beer Corona Extra using focus group with a sample of 15 respondents (Slovak students). In the second phase, she analysed the data found in the context of Slovak cultural values and compared them with the results of the secondary research (German and Spanish students). Scientific objective The article highlights the importance of understanding cultural values of the target market for the management and brand communication across cultures. The main objective of the survey was to determine how the Slovak respondents perceive selected sample of global brand, to compare the findings of a secondary survey conducted at German and Spanish students, and in the final phase of the research to analyse the data found in the context of the cultural dimensions of respondents. Findings On one hand, the associations formed by consumers about Corona Extra mutually differ depending on the countries surveyed. On the other hand, they correspond to the cultural values of the nation, and thus confirm the strong influence of the cultural aspects of the brand perception. Conclusions The presented article confirms, that there will always be an open space for the extensive research in global marketing and cross-cultural differences in consumer behaviour. Exploring cultural aspects of communication of global brands will benefit not only in terms of increasing the efficiency of advertising campaigns, but also for the mutual knowledge and understanding between cultures.

Purpose of the article The issue of creating advertising that is culturally congruent has been considered to be very important to experts dedicated to the field in the past years. Culture is an important internal factor of customer behavior that needs to be fully considered if the advertising campaigns aim to address its target audience effectively. The goal of this article is to contribute to existing knowledge in the area of culturally congruent advertising. More specifically, to find out what advertising appeals are preferred in Slovak television advertising. Methodology/methods Main scientific method of the present research was conceptual content analysis. The results are based on the sample of 133 TV commercials broadcasted in Slovak televisions during the 2012 in selected four segments (beer, financial services, periodicals and non-alcoholic beverages). Scientific aim Aim of this contribution is the introduction of preferences and frequency of usage of advertising appeals used in Slovak television advertising. Subsequenty, the exploration of the links between the selection of advertising appeals and cultural dimensions of Slovaks are analyzed. Findings The largest representation in analyzed television commercials in all examined segments has the appeal to relaxation.), followed by the appeal of suitable, then the appeal of saving, the appeal to patriotism, the appeal of natural and the appeal to affiliation. In the surveyed segments the preferences of individual advertising appeals are somehow different and reflect existing influence of product category on creative strategy. The findings show the positive relation between selection of advertising appeals and Slovak cultural dimensions. Conclusions The preset contribution shows the importance of studying cultural aspects of advertising and applying findings to the field of advertising. Some limitations of the study are stated and recommendations for further research are added at the end of the article.

Purpose of the article Mentally demanding job of a media creator (journalist, communicator, etc.) exposes an individual to a high amount of stress. The latter one disturbs the balance of external expectations and internal capabilities, leading to disruption of psychological well-being and reduction of the quality of life. The key to proper stress management is usage of positive coping strategies. The aim of this paper is to research the usage of coping strategies (positive and negative) by the students of mass media – the future media creators. Methodology/methods By means of a standardized questionnaire, we examined the use of positive and negative coping with stress strategies on probands – the future media creators, i.e. students on the faculty of mass media. The questionnaire was distributed personally in amount of 105 with a 95% return of 100 questionnaires. As the sampling method we used the choice of participants based on availability. Findings The results showed that probands elected more positive strategies, and thus they are able to handle stress in a healthy and rational way. As the trend of feminization is constantly evolving in the media, we also examined ability of female students to cope with stress. Our assumption, that women handle stress better than men, was not confirmed. They chose rather negative strategies. On the other hand, the male part of probands was inclined to choose positive strategies. Behind the ability to handle stress in a positive way, in the case of media creators, probably lies the complexity and integrity of personality, and other factors. Limits of research The main limit of presented research is the composition of research sample, i.e. students even though they study in the programs of the mass media, are not the representative sample of the group of media creators in practice. Therefore, we suggest executing similar studies on the sample of the media creators that are already working in the field of media to verify our findings.