Transcription of EFFECT OF BRAND IMAGE ON CONSUMER PURCHASE …
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EFFECT OF BRAND IMAGE ON CONSUMER PURCHASE …
EFFECT OF BRAND IMAGE ON CONSUMER PURCHASE BEHAVIOUR: INTERNATIONAL FOOTWEAR MARKET COMPARISON Master Thesis Made by: Egle Petrauskaite (IM) Signature: _____ Supervisor: Frantisek Sudzina Characters including spaces: Aalborg University, 2014 2 ACKNOWLEDGEMENTS I would like to express my gratitude for several people who have contributed to my Master thesis by giving useful comments, insights and information for the investigation. Firstly, I am very much thankful to my thesis supervisor Frantisek Sudzina for the professional help and support given during the process of writing this thesis. Secondly, I am thankful for people I have been interviewing for the period of two months. Danish interviewees are: Martina, Samantha, Maalia, and Astrid. Lithuanian interviewees are: Marius, Egle, Laurynas, and Marija. What is more, many thanks would be given to the Aalborg University s secretary Birgitte Krogner and Associate Professor of International Business Svetla Marinova who provided guidance and support throughout the process of writing my dissertation.
In the Theory chapter the Brand Equity (D. Aaker, 1991, and K. Keller, 2003) is introduced in order to elaborate upon four elements (brand awareness, perceived quality, brand association, brand loyalty) which contribute in brand image creation. The Theory of
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