VALUE BASED MARKETING: THE CORRELATION BETWEEN BRANDING STRATEGY AND CONSUMER ATTITUDES

The research problem defined – brands are facing the challenging era of societal marketing in terms of seeking to align with rapidly changing preferences of contemporary generation, demanding the societal value beyond tangibility as well as being the crucial part of value co-creation process – raises the research question – how does branding strategy of value-based marketing correlate with consumer attitudes? Research objects – niche Lithuanian brand as well as four brands of global market. Aim of the research is to analyse societal value-based branding strategy in general and considering the times of uncertainty factor via survey as a quantitative and content as well as secondary data analysis as qualitative methods of the research. Research results in a developed model of societal value-based branding strategy. As a conclusion, societal value-based branding strategy should focus on values, communication, value innovation and social value creation in general and during the time of uncertainty. This paper is practical solutions oriented final master thesis.