| Abstract [eng] |
The aim of this master’s thesis is to examine the relationship between product monetization decisions and brand equity from the perspective of consumer perception. The study analyzes how different monetization models are associated with emotional attachment, trust, perceived quality, authenticity, and consumer engagement. The theoretical part of the thesis examines the concept of product monetization, systematizes the main monetization models, and analyzes brand equity dimensions. Based on academic literature, a theoretical model of the relationship between monetization decisions and brand equity was developed. A mixed-method research design was applied in the empirical part of the study, combining quantitative and qualitative approaches. The quantitative study was conducted through an online survey, with data analyzed using IBM SPSS software. The qualitative study was carried out through semi-structured interviews to provide deeper insight into consumer experiences. The findings showed that different monetization decisions are associated with different brand equity dimensions from the respondents’ perspective. Subscription-based models were associated with stronger emotional attachment and higher perceived quality, but weaker authenticity perceptions. Usage-based models were associated with higher trust and engagement, but weaker emotional attachment. Advertisement-based models appeared to be the most context-sensitive, encouraging initial engagement while often negatively affecting perceived quality and authenticity. The study suggests that monetization decisions should be viewed not only as revenue-generating mechanisms but also as strategic brand management tools. |
