| Title |
Impulsyvaus pirkimo ir prekės ženklo vertės sąsajos / |
| Translation of Title |
The relationship between impulsive buying and brand equity. |
| Authors |
Petruškevičiūtė, Kristina |
| Full Text |
|
| Pages |
87 |
| Abstract [eng] |
The aim of this master work – theoretically support and empirically examine the relationship between impulsive buying and brand equity. The structure of thesis. The Master work thesis consists of three parts. The first part of thesis represents and examines the conception of impulsive buying, its internal and external impulsive buying stimulus. It also analyzes the creating factors of the brand value. The analysis of impulsive buying models is also presented. The second part of the thesis represents the structural interface pattern of impulsive buying and the brand equity. The research methodology, aims and tasks are also given. A previous analysis of impulsive buying research results is done. The third part of Master work thesis does the empirical research of the relationship between impulsive buying and the brand equity; the results are generalized. Empirically checked structural model relationshiop between impulsive buying and the brand equity by the example of Nivea brand is done. At the end of the Master work the conclusions are made and suggestions are given. In order to make it more transparent, the work contains of 14 pictures and 17 tables. The theoretical analysis has been prepared using 117 English and Lithuanian literature sources. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2014 |
