| Title |
Brand trust after vertical extensions of a brand in hedonic and utilitarian product categories |
| Translation of Title |
Vertikalios prekės ženklo plėtros poveikis pasitikėjimui prekės ženklu hedoninių ir utilitarinių produktų kategorijose. |
| Authors |
Mammadova, Irana |
| Full Text |
|
| Pages |
110 |
| Keywords [eng] |
brand trust, vertical brand extensions, hedonic product category, utilitarian product category |
| Abstract [eng] |
This thesis investigates how the direction of vertical brand extensions (upwards/downward) affects consumer trust in brand extensions across hedonic and utilitarian product categories. |
| Dissertation Institution |
Vilniaus universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2026 |
