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Type of publication: research article
Type of publication (PDB): Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Vanagienė, Vitalija
Title: New brand equity aspect: the example of new candy product consistency quality equity
Is part of: Rural Development 2017 [elektroninis išteklius]: Bioeconomy Challenges : Proceedings of the 8th International Scientific Conference, 23-24th November, 2017, Aleksandras Stulginskis University. Akademija : Aleksandras Stulginskis University
Extent: p. 1373-1379
Date: 2017
Note: eISSN 2345-0916; eISBN 9786094491283
Keywords: New brand;New product consistency;Candy;Quality;Equity
Abstract: The methodology of study is based on a new educational thinking – to use analytics to build ideas and make them better. The article analyzes the equity of a new product in terms of consistency of the equity of a new brand. The aim of the study - to identify the new product's consistency quality importance on the new brand equity when the customer chooses a new product (the example: candy in boxes). Theoretical study was based on the analysis of scientific literature, synthesis, logical generalisation, graphic modeling and a survey (2017 (n = 416)). Analysing the equity of the new product consistency for the new brand equity structure. Recognizing that consumer choice depends on the equity of the new consistency of the product offered to him by the firm's offer, the practical test of the scientific concept has been chosen from the original study, analyzing the equity of the candys in boxes as a new product for the consumer. The results allow us to make assumptions about what elements of the new consistency of the product could influence the success of the new brand on the candy market. The consistency quality of a new food product is essential factor of a new brand equity. The results of the study lead to conclusion that new food product (candys in boxes) Lithuanian shoppers perceive the importance of consistency quality and assess the identity (as unique products) (between high and medium value), which is forming a positive image of the product (quality assurance). The results of the research can be applied to the needs of the consumers of the Lithuanian candys in boxes market
Affiliation(s): Vytauto Didžiojo universitetas
Žemės ūkio akademija
Appears in Collections:Rural Development 2017: Bioeconomy Challenges: Proceedings of the 8th International Scientific Conference
Universiteto mokslo publikacijos / University Research Publications

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