| Abstract [eng] |
Relevancy of the Topic. Trust is the most non-competing paradigm of relationship marketing, by which it is intended to create strong and long-term relationship with the consumers. Inertia is described as a condition when shopping actions occur based on assessment of the situation and this reflects a subconscious process. Some empirical researches about the point of view of the consumers towards the brand extension have been prepared during the last couple of decades. Majority of them have been experimental studies that have examined the interactions between several constructs of cognitive and emotional attitudes. Although the internal validity of the studies appears to be high, their generalization in terms of real-life decisions and consumption circumstances is debatable. Problem of the Research. The brand expansion becomes the main task of marketing specialists, which is why it receives more and more interest and scientific researches. When researching brand expansion, attention is paid towards how the consumers understand and value brand extensions. It is thought that the inclusion of consumers in to the brand and their products greatly reduces their reaction to the marketing and commercial stimulus, their participation affects whether the purchase intention procedure happens consistently, not with the search and assessment being performed, but whether it is based on the trust of the brand or inertia. The Object of the Research, the influence of trust and inertia towards consumers intention to try the brand extensions. The Purpose of the Research, to determine how trust and inertia influences the consumer’s intention to try the brand extension of ZARA. Tasks of the research are: to identify significant and non-significant connections between the factors named in theoretic models; to research the trust and inertia of respondents in regards to the main brand, how the brand extensions are valued, and how the trust and inertia in regards to the main brand affect the intention of consumers to try the brand extensions; to determine main factors, which influence the decision of consumers to try brand extension; to submit conclusions and recommendations. Methods Used in the Research, the comparative analysis of scientific literature and performance of empirical quantitative research, and systematizing of data with the help of a statistical program. The Main Results of Researches and Their Application Areas: After analyzing scientific articles, in which the trust in regards to the brand, inertia and intention to buy is examined, it was determined that in the researches performed by the scientists these factors separately among themselves have correlation and influence each other positively. In the part of the empirical research, all of the raised hypothesis were affirmed, which disclosed that the correlation between trust and intention to try the brand extension is weak, but positive, it was also determined that there is positive weak correlation between inertia and intention to try brand extension. |
