| Abstract [eng] |
The aim of this study is to analyze how brand extension into X or Z generational markets would affect the repurchase intention of the extended brand. In the literature review, the author analyzed the theoretical basis of repurchase intention, explored the impact of customer satisfaction with the brand on repurchase intention, identified the impact of attitude towards the brand and brand extension on the repurchase intention of the main brand, and analyzed the concept of brand extension. The author also compared the markets of the different generations and the factors influencing their repurchase intention. At the end of the literature analysis, the author identified the impact of brand extension to X or Z generation on the intention to repurchase the main brand on a theoretical basis. After the literature review, the author reviewed the research methodology and carried out research and data collection on the impact of brand expansion into X or Z generational markets on the intention to repurchase the main brand. The aim of the thesis is to investigate how brand extensions to different generational markets (X or Z) affect the repurchase intention of a main brand using the Theory of Planned Behavior. The research involved 311 respondents from Lithuania, between the ages of 18 and 69, who use “Margarita” brand products. The reliability of the questionnaire was validated by Cronbach’s alpha. Finally, the results of the study were analyzed and conclusions and recommendations were presented to identify how the extension of the brand to different generational markets affects the intention to repurchase the main brand. The research methods used in this study are analysis of scientific literature sources and survey experiment. „IBM SPSS Statistics 28“ software package was used to process the obtained results and statistical tools were applied: Cronbach’s alpha, factor analysis, Chi-Square test, Independent samples T-test, correlation analysis, and multiple linear regression. In the analysis of the study, the author found that brand extension is more accepted among Generation X customers. Among all respondents, the intention to repurchase a main brand is most influenced by attitude towards the main brand, which is influenced by satisfaction with the main brand. After comparing the factors influencing repurchase intentions in different generational markets, it was found that in Generation Z, satisfaction with the main brand has the greatest influence on repurchase intentions for the main brand. For Generation X, attitudes toward the main brand influence the intention to repurchase the main brand. In both of these generations, subjective norms, in the form of others' approval of the behavior or expectation of the behavior, play an important role in the process of repurchase intention. The author's comparison of re-purchase intentions between Generation X and Generation Z found that Generation X is more likely to re-purchase a main brand than Generation Z. The study also found that after brand extension, better attitudes towards the brand are observed in Generation X. Thus, after brand extension to Generation X or Generation Z markets, the greatest impact on repeat purchase intentions for the main brand is observed in Generation X, where extension is more strongly valued and influenced by attitudes towards the core brand. 70 pages, 6 charts, 17 pictures, 123 references. |
