| Abstract [eng] |
In this Master's work, based on the scientific work of foreign authors, viral marketing and brand equity are analyzed and elements of brand equity are identified. Viral marketing role in Keller’s brand equity model is disclosed. Summarizing the analysis of scientific literature sources, the theoretical model of brand equity’s increase by viral marketing tools is developed. In order to test the theoretical model of brand equity’s increase by viral marketing tools an empirical analysis is made. Based on the results of the empirical analysis, the scope of viral marketing practice in Lithuania is defined and the effect of viral marketing campaigns for brand equity is identified and evaluated. From practical point of view this work gives main tips and recommendations for viral marketing specialists and practitioners in order to get the most of effectiveness from viral messages. This leads to increased brand awareness, stronger brand association, better perceived quality and loyalty of consumers. Results of such are greater consumer satisfaction and long term relationship between company and consumers. In this work there are 6 tables, 11 pictures and 40 literature sources. |
