Nowadays, the market is very saturated and brands strive to gain a competitive advantage and differentiation between a large number of providers on a daily basis. In the described turbulent time of purchases, consumers are facing higher purchasing uncertainty than ever. They are noticeably looking for authenticity, credibility and reliability in brands. Every brand can acquire the aforementioned by discovering and activating its tradition. The tradition of brand is often an unrecognised and underexploited asset of a company that puts brands in a specific category and requires suitable management. The composition, activity and value of the tradition of brand are presented in the theoretical part of the thesis, which is concluded with the influence of tradition that has already been researched in previous studies. Additionally, a structural model of the connections was derived with the help of aforementioned values. In the empirical part, set hypotheses are analysed with the help of quantitative research method. The results confirm the existence of a positive impact of the trust and loyalty to brands with a tradition on the purchase intentions of consumers and on their willingness to pay more. The results also confirm the existence of a positive impact of trust on loyalty to brand with tradition. Therefore, a brand with tradition is certified as a valuable asset of any brand, and can as such effectively influence the intentions and mindset of consumers.
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