| Title |
Suvokiamos prabangos prekių ženklo vertės poveikis Z kartos vartotojų požiūriui ir ketinimui pirkti / |
| Translation of Title |
The impact of perceived luxury brand value on generation Z customers attitude and purchase intention. |
| Authors |
Paliulytė, Erika |
| Full Text |
|
| Pages |
157 |
| Keywords [eng] |
generation Z ; perceived brand value ; luxury brand ; customer attitude ; purchase intention |
| Abstract [eng] |
Studies have shown that the perceived luxury brand value affects not only the customers‘ attitude but also their intention to purchase. The results of empirical research also revealed that the perceived luxury brand value shapes customers‘ attitude and the attitude to luxury brand often leads to the customers‘ purchase intention. Using luxury brands customers show their social status, create image in society, raise their self-esteem, satisfy hedonistic needs. Such behavior is also typical to generation Z customers: this generation is different and likes to distinguish from others therefore often opts luxury brands. According to these results of previous researches, it is stated that it is appropriate and relevant to theoretically ground and empirically verify the impact of perceived luxury brand value on generation Z customers attitude and purchase intention. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2018 |
