| Abstract [eng] |
102 pages (including annexes), 19 tables, 4 pictures, 187 references. The main purpose of this Master's thesis is to determine the reliability of the additional warranty and the perceived quality of the brand extension on trust in the brand extension. The work consists of three main parts: analysis of literature, development of the research methodology, analysis of the empirical findings. The essence of the thesis paper is presented in the introduction; thesis paper ends with conclusions and recommendations, references and annexes. The literature analysis presents the main types of brand development, categorization. The following are the types of warranties, their importance to the manufacturer or seller, and to consumers. Consumers' trust in the brand and perceived quality of the brand are analyzed, as well as their relationship with additional guarantees. The research methodology is based on the SOR theoretical model by including factors that are important in the analyzed situation. Data is collected through an online survey using convenience sampling. The research instrument (questionnaire) is developed using scales that have had adequate reliability in previous studies. The empirical analysis is based on 432 questionnaires. The main elements of the sample structure: the ratio of male/female respondents is 40.3/59.7%; by age, the respondents are divided into three groups at most (25-34 years, 35-44 years, 18-24 years), the income of the majority of respondents is from 1001 Eur to 1500 Eur or from 633 Eur to 1000 Eur. The reliability of the scales used is adequate (Cronbach's alpha between 0.962 and 0.967) and allows further analysis of the data. Data analysis confirmed the strong influence of the main brand extension's perceived quality and guarantees on trust in the brand extension. Consumers' positive attitude toward the parent brand has a positive influence on the perceived quality of the parent brand, the perceived quality of the brand extension, and trust in the brand extension. if there are additional warranty providers to the seller, there is more trust in the brand extension than when the additional warranty provider is the manufacturer. The performed theoretical and empirical analysis allows drawing conclusions and recommendations. Their most important element is the research-based confirmation that the quality of the perception of the main brand extension depends on the quality of the perception of the main brand, the attitude towards the main brand and the additional guarantee. Trust in a brand extension depends on the attitude toward the parent brand, the perceived quality of the brand extension, and the provider of the additional warranty. |
