| Title |
Suasmeninto prekės ženklo poveikis vaiko-vartotojo požiūriui ir ketinimui pirkti / |
| Translation of Title |
The impact of personalized brand on children - consumer attitude and purchase intention. |
| Authors |
Miškinytė, Karolina |
| Full Text |
|
| Pages |
109 |
| Keywords [eng] |
Personalized Brand ; Children-Consumer ; Attitude ; Purchase Intention |
| Abstract [eng] |
The object of the thesis – the coherence of personalized brand and its impact on children-consumer attitude and purchase intention. The aim of the thesis – theoretically justify and empirically verify the impact of personalized brand on children-consumer attitude and purchase intention. Goals of the thesis: 1. To justify the significance of impact of personalized brand on children-consumer attitude and purchase intention. 2. To reveal the conceptual meaning of personalized brand, introducing its conception, measurement and types. 3. To describe the concept of children-consumer in the theory of consumers behavior. 4. To describe the impact of personalized brand on children-consumer attitude and purchase intention in the theory of consumers behavior. 5. To develop a conceptual model of impact of personalized brand on children-consumer attitude and purchase intention. 6. To carry out the empirical research on impact of personalized brand on children-consumer attitude and purchase intention on the basis of methodological provisions. 7. To prove empirically the conceptual model of impact of personalized brand „Hello Kitty“ on children-consumer attitude and purchase intention. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2017 |
