| Abstract [eng] |
The master’s thesis aims to elucidate the perceived value of the brand community and how it builds trust in the brand, which is one of the key indicators of brand attachment. Companies are building brand communities to increase brand awareness, also creating value for consumers and trust in the brand. The involvement of community members strengthens consumer relationships with the brand, but there is many research on how consumers interact with consumers and how the brand concentrates them together. This study aims to determine which value perceived by the brand community (cognitive, social, symbolic, engaging) has the greatest impact on ensuring brand trust. This study uses a quantitative study and a non-random sample of the study to find out how different consumers understand the value of brand communities and how this affects brand trust. The theoretical part of the study examines the concept of the brand and what are the main features that describe the concept of the brand, as well as analyzes the concepts of brand communities and their types and forms. Researchers 'understanding of value and how theoretically based on the value of brand communities (cognitive, social, symbolic, and engagement) are explored in researchers' research. and all information related to the study: objectives, tasks, methods, operationalization, summary of the data collection method and methods of analysis. Finally, the results of the study and summary conclusions with recommendations for further research are presented. After studying the scientific literature were prepared two research constructs: the first consists of the brand community's perceived value (symbolic, social, cognitive and engagement), and the second - brand trust. Non-probabilistic (non-random) sampling was used for the study, during which 321 respondents were selected for analysis, who indicated how often they are involved in brand communities, but the analysis of the study was performed with 308 questionnaires, 13 of which were rejected. Empirical research has revealed that engagement and cognitive value have the greatest effect on brand trust, while symbolic effect has the least effect. The results of the study showed that trust in the brand does not depend on social value. |
