| Abstract [eng] |
SUMMARY RELATIONSHIP BETWEEN HORIZONTAL BRAND EXTENSIONS AND THE ATTITUDINAL LOYALTY Marketing and Integrated communication master study programme Vilnius University, Faculty of Economics and Business Administration Supervisor – prof. R. Časas Vilnius, 2022 64 pages, 26 charts, 2 pictures, 89 references. The main purpose of this master thesis is to determine the relationship between horizontal brand extensions and attitudinal loyalty. The final master thesis consists of 4 main parts: literature analysis, presentation of the work model, presentation of the research and its results, conclusion, and recommendations. The first chapter reviews basic literature analysis on brand loyalty and brand extensions. In the second part of the work the author presents a research model, puts forward hypotheses and presents a quantitative research survey. After literature analysis and presentation of the research model, the author conducted an empirical study. The main purpose of the study is to investigate and evaluate the impact of horizontal brand extensions on attitudinal loyalty. A total of 378 respondents participated in the survey, of which 290 respondents were considered as a sample of the survey. Version 26.0 of the Statistical Package for Social Science (SPSS) was used for statistical analysis of the study data. Methods used in the work: 7-point Likert scale for evaluation of survey statements, questionnaires – constructs used in previous research, statistical methods of quantitative data processing – reliability evaluation (Cronbach's Alpha> 0.7), descriptive statistics, factor analysis, correlation analysis (Spearman correlation coefficient), linear regression analysis, comparative analysis of several variables. The results obtained in this master thesis indicated that consumer attitudinal loyalty towards horizontal extension of the brand is not affected by the attitudinal loyalty. In conclusion, the respondents with attitudinal loyalty rate brand extensions stronger with associations to the main brand, so attitudinal loyalty is not the most important factor in this case. In the conclusion, the author summarizes the main results of the literature analysis, the compiled research model, presents the main results of the research and indicate the application possibilities. The recommendations provide insights for further research. |
