| Abstract [eng] |
The final master thesis focuses on the management of an online brand to foster consumer loyalty. The thesis defines the concept and value of an online brand in the context of online commerce. It examines the elements of online brand management, the impact of consumer loyalty on brand development, and identifies the factors that influence consumer loyalty. The paper presents two empirical studies, an expert survey and a respondent survey, where the results of the expert survey are subsequently used in the respondent survey. The first study, based on an expert survey, aims to select the most significant factors driving online brand loyalty. Kendall's concordance and expert coefficients are calculated. The data obtained are used to build an online brand management model. The model is validated by means of a questionnaire survey, which assesses the reliability of the questionnaire and tests the structure of the measurement scales. Correlation and regression analyses are carried out to determine the interrelationships and influence of the constructs in the model. Based on these research results, an adjusted online brand management model was developed and empirically tested to foster consumer loyalty. The results of the study and the model provide strategic insights for businesses on how to strengthen their online brand and build a lasting relationship with consumers by addressing the factors that drive online brand loyalty. The thesis consists of 6 parts: introduction, theory, research methodology, research results, conclusions and suggestions, list of references. The thesis consists of 82 pages of text without appendices, 8 illustrations, 31 tables, 150 bibliographic sources. Appendices are attached separately. |
