| Abstract [eng] |
The main objective of this master’s thesis was to investigate how different generations react to negative brand experiences and how such experiences influence their attitude toward the brand, trust in it, and behavior. Based on the findings, recommendations were developed for brand managers to mitigate the effects of negative experiences and maintain customer loyalty. To achieve the research objective, the following tasks were set: to analyze the concept of negative brand experiences, examine the theories of brand attitude and trust, explore the impact of negative brand experiences on brand attitude and trust, analyze generational theory, define the characteristics of Generations X, Y, and Z, and their relevance in consumer behavior studies, examine differences in consumer behavior between generations following negative brand experiences, develop a methodology to evaluate the relationship between brand attitude, trust, and consumer behavior, collect and analyze data to identify how brand attitude and trust influence generational behavior after negative experiences, and provide insights and recommendations for managing brands while considering generational differences. The thesis consists of five chapters. The first three chapters provide a literature review, the fourth chapter outlines the research methodology, and the fifth chapter presents the results, conclusions, and recommendations. The research methodology was based on the Stimulus-Organism-Response (SOR) model. A quantitative research method was employed, using a structured survey involving 288 respondents meeting the criteria for Generations X and Z. The data were analyzed using the IBM SPSS software, applying correlation, regression analysis, and moderation tests. The research results revealed that brand attitude and trust significantly influence consumer behavior. Generation X tends to prefer traditional complaint channels, while Generation Z is more inclined to switch to competitors and share negative feedback online. Generational differences are significant: Generation Z is more responsive to brand switching and digital communication, whereas Generation X focuses on direct communication and long-term solutions. Unconfirmed hypotheses highlighted the need to incorporate additional variables and interaction effects to better explain behavioral models. The study concludes that brands adopting personalized strategies can more effectively manage the impact of negative experiences. For Generation X, ensuring professional service and efficient complaint management is recommended, while for Generation Z, active communication on social media and prompt solutions are essential. The recommendations emphasize expanding the research scope by incorporating qualitative analysis, improving the distribution of age groups in studies, and exploring emotional reactions and their influence on behavior more deeply. |
