| Abstract [eng] |
The authors affirm, that a consumer‘s apprehensible brand value has a great influence on consumer‘s purchase intention. It was established, that consumer‘s point of view starts to develop gradually and outward factors decide an purchase intention. Consumer‘s purchase intention is desribed as a very important factor which appears from a consumer and a specific brand value, their interrelations, believes, attitude to it and consumer‘s cherished values and emotions. The results of analysed empiric researches showed that the brand value is based on functional, emotional, social experience and has influence on consumers‘ point of view, purchase intention and buying behaviour. Because of this reason it is useful and actual to exemine their influence on consumers‘ attitude and purchase intention. The authors remark that consumer‘s attitude and purchase intention are inseparable from each other and consumer‘s perceived brand value. The stronger it is, the stronger consumer‘s intention to buy is. The increase of choices makes the research of information for a consumer more difficult. Besides the rhythm of life also changes and this decides the beginning of new dissatisfied needs and the standpoint to the change of brand. So if you want to broaden the development of brand value more effectively and meet the consumers‘ requirements it is important to establish what influence the brand value, makes on consumers‘ attitude and their purchase intention. An identified problem situation gives an opportunity to formulate a scientific problem to the question: what is the influence of perceived brand value on consumers‘ attitude and purchase intention? |
