| Abstract [eng] |
SUMMARY 67 pages, 6 figures, 14 tables, 107 references. The main goal of this master's thesis is to determine the impact of perceived consumer-brand congruence on the intention to purchase different brand extensions. The thesis is divided into three main parts: theoretical analysis, methodological framework, and analysis of research results, accompanied by conclusions and recommendations. The theoretical part examines perceived consumer-brand congruence and its role in determining the outcomes of brand extensions. Topics include brand personality, consumer involvement, and perceived brand fit. Additionally, the Theory of Planned Behavior (TPB) and other theoretical models are analyzed to form the conceptual framework of the research. Based on the theoretical framework, a research model and methodology were developed, focusing on horizontal brand extensions in the FMCG (fast-moving consumer goods) sector. A quantitative study was conducted using a hypothetical example of "Pepsi" brand extensions in two categories: energy drinks (close extension) and ice cream (distant extension). Data were collected from 364 respondents and analyzed statistically using SPSS software, employing T-tests, correlation, and regression analysis. The study investigated factors such as perceived consumer-brand congruence, perceived fit, consumer brand engagement, perceived behavioural control, attitudes toward the brand extension, and purchase intention. The results revealed that perceived consumer-brand congruence significantly influences consumer attitudes and purchase intentions for both close and distant brand extensions. However, the differences between close and distant extensions were less pronounced than anticipated, potentially due to specific product category preferences and usage contexts. The conclusions and recommendations emphasize the importance of consumer segmentation and tailored communication strategies in the FMCG sector. This thesis provides valuable insights for brand managers aiming to optimize brand extension strategies and improve consumer acceptance of new products. |
