| Abstract [eng] |
Supervisor – dr. Lina Bivainienė Preparation of work – 2021, Vilnius The volume of the work – 60 pages. The number of tables in the work – 15 units. The number of illustrations in the works – 8 units. The number of literature and sources – 63 units. To expand the number of users, companies are reviewing marketing concepts and brand development strategies to change the brand image. The task of rebranding in online stores is not only to maintain existing consumers, but also to attract new ones, meaning that new graphic embodiments of the brand maintain a commercial component, which directly affects the company's profit growth. The novelty of this research is that whilst previous scientific investigations focused on the significance of the change of brand and the impact on consumers 'intention to buy, which lacked detailed research on the relationship between rebranding and the effect on consumers' intention to buy, this research has attempted to fill in those gaps. Given the gaps in research of previous studies, this paper aims to investigate the impact of rebranding on the consumerintent to shop online. The object of the work is the effect of rebranding of an online store on the intention to buy. The problem is what is the effect of online store rebranding on consumers' intention to buy? The aim of this study is to determine the impact of online rebranding on consumer intent to purchase. Empirical research has shown that after analyzing the reliability results of the constructs and performing factor analysis, it was found that all the statements of the constructs are suitable for factorization. The highest ratings were calculated by evaluating the statements of the trust construct, and the lowest ratings were calculated by comparing the uniqueness of the altered brand image compared to the other constructs analyzed. The results of the study demostrated that there existed a strong correlation between online rebranding and consumer intent to purchase online, thus confirming five of the research hypotheses. The correlation coefficients of all hypotheses were greater than 0.6, thereby showingthat the strength of these bonds is high. Only one hypothesis was rejected, despite the fact that it pertained to a weal statistical relationship between the analyzed variables with a correlation coefficiant of less than 0.5. Conclusively, the reseach has demonstrated thatcomponents of rebranding have a strong and positive relationship with the intent of consumers to purchase goods in an online envronment that they trust. |
