Internationalization and globalization are developing very rapidly and don't pass our country. Lithuanian companies already more than a year are working in the world's biggest – European Union – market. It's not easy for them to compete with the strong European and international companies. Nowadays products and services are not competing, the brands, images and logos are. In consequent of this, the brand management becomes very important. Good brand management helps make strong brands, great customer relationships and increase sales, but it is surprising that many companies still pay little attention to the management of their brands. This graduation paper focuses on brand impact on sales. The object of the research is the brand of the product line. The results of the research show that the major branding decisions – to brand or not to brand; brand sponsor; brand name selection and protection; brand strategy; and brand repositioning – made in series can make the brand great and strong. Reaching to make the product line popular and to increase its sales companies should create brand equity, image, awareness and the customers' benefit. While creating the brand image it is very important to avoid the perception gap, i.e. the difference between identity and image. The brand awareness should be at a high level. The customers should get such a brand benefits: the promise of the producer, that the product is high quality; the brands make it easier to while choosing or finding a product. The customers not always evaluate the brand as a tool to decrease the purchase risk. And they don't always feel like getting the psychological satisfaction. So, the companies should pay more attention to these values. The brand equity created by the image, awareness and the customer benefits warrants the positive brand impact on sales. The bigger brand equity is created, the more it influences sales. If the company makes its brand successful and great in the local market, the brand can hardily compete in the global one.
Internationalization and globalization are developing very rapidly and don't pass our country. Lithuanian companies already more than a year are working in the world's biggest – European Union – market. It's not easy for them to compete with the strong European and international companies. Nowadays products and services are not competing, the brands, images and logos are. In consequent of this, the brand management becomes very important. Good brand management helps make strong brands, great customer relationships and increase sales, but it is surprising that many companies still pay little attention to the management of their brands. This graduation paper focuses on brand impact on sales. The object of the research is the brand of the product line. The results of the research show that the major branding decisions – to brand or not to brand; brand sponsor; brand name selection and protection; brand strategy; and brand repositioning – made in series can make the brand great and strong. Reaching to make the product line popular and to increase its sales companies should create brand equity, image, awareness and the customers' benefit. While creating the brand image it is very important to avoid the perception gap, i.e. the difference between identity and image. The brand awareness should be at a high level. The customers should get such a brand benefits: the promise of the producer, that the product is high quality; the brands make it easier to while choosing or finding a product. The customers not always evaluate the brand as a tool to decrease the purchase risk. And they don't always feel like getting the psychological satisfaction. So, the companies should pay more attention to these values. The brand equity created by the image, awareness and the customer benefits warrants the positive brand impact on sales. The bigger brand equity is created, the more it influences sales. If the company makes its brand successful and great in the local market, the brand can hardily compete in the global one.
Internationalization and globalization are developing very rapidly and don't pass our country. Lithuanian companies already more than a year are working in the world's biggest – European Union – market. It's not easy for them to compete with the strong European and international companies. Nowadays products and services are not competing, the brands, images and logos are. In consequent of this, the brand management becomes very important. Good brand management helps make strong brands, great customer relationships and increase sales, but it is surprising that many companies still pay little attention to the management of their brands. This graduation paper focuses on brand impact on sales. The object of the research is the brand of the product line. The results of the research show that the major branding decisions – to brand or not to brand; brand sponsor; brand name selection and protection; brand strategy; and brand repositioning – made in series can make the brand great and strong. Reaching to make the product line popular and to increase its sales companies should create brand equity, image, awareness and the customers' benefit. While creating the brand image it is very important to avoid the perception gap, i.e. the difference between identity and image. The brand awareness should be at a high level. The customers should get such a brand benefits: the promise of the producer, that the product is high quality; the brands make it easier to while choosing or finding a product. The customers not always evaluate the brand as a tool to decrease the purchase risk. And they don't always feel like getting the psychological satisfaction. So, the companies should pay more attention to these values. The brand equity created by the image, awareness and the customer benefits warrants the positive brand impact on sales. The bigger brand equity is created, the more it influences sales. If the company makes its brand successful and great in the local market, the brand can hardily compete in the global one.
The most relevant topic at the moment – the new Coronavirus and the influence it has bring to our economies, communities, health and all the other spheres. One of the most damaged sector – transport and tourism. This paper aim to analyse the changes in customer behaviour during COVID-19 pandemic, how does it change people plans for travelling at the moment and in a long term, also traveller's behaviour in organizing trips, selecting destination or an accommodation. The research was carried out using scientific literature analysis and a quantitative research was used for receiving a data about current changes in tourist behaviour which is extremely relevant at the moment. Tourism was one of the most growing industry, counting steady growth for 10 years in a row and reaching the record of 1.5 billion international tourists in year 2019 (UNWTO, 2020) and the forecast for the upcoming year was further growth of 4 % but now it is obvious that instead of a growth tourism industry will face sharp decline due to cancelled flights, closed hotels and restaurants, even borders of the many countries in EU, USA, Asia. Everything changed really rapidly as new Coronavirus fit China in the end of 2019 and soon spread in other countries and continents. This world is facing various risks every day from terror, wars, economy crises, nature disasters to biological virus mutations – all threats cause enormous influence to society and customer behaviour. Consumer behaviour – the decisions that people make to buy or not to buy a product or service, and the factors that influence their decisions (Mowen, 1987). Many scientists agree that consumer behaviour is highly affected by environment and any changes that happen in society. B.F. Skinner was focused not into the individual but into environment and the reaction of people into changes in environment. According to Jan Krajhanzl (2010) consumer behaviour is influenced by internal and external factors. One type of external factors are situational factors like: weather conditions, time, catastrophes, epidemics and other. No other economic sector is so connected with environment like tourism, on which it depends. There are few types of risks on tourism: 1. Nature: storms, earthquakes, volcano eruptions, tsunamis, floods, etc. 2. Technology: risks, caused by unlimited technological development. 3. Political: wars, conflicts, terror. 4. Biological: viruses, infectious diseases. (Robertson, Kean, Moore 2006) Those global challenges have power on most countries tourism sector: in regions where one or another risk if happening, number of tourist drop rapidly (Damulienė, 2011). Current global risk – COVID-19 virus, which caused worldwide pandemic. World Health Organization (WHO) characterized Coronavirus as pandemic on 19th of March, 2020. In a very short time this virus changed people life: many countries are in a lockdown, which leads to closed restaurants, shopping places, public events and many other spheres. One of the most effective way of avoiding virus is staying at home with no physical contact which leads to negative influence to individual's mental health (WHO 2020). The research of the paper was conducted in March – April, 2020. 277 people from Lithuania answered to online survey questions. Results were analysed with Excel. Profile of the respondents were people from 19 to 65 years, mostly 35-55 years old, active travellers, travelling abroad one and more times per year (81.8 %). Questions were divided into 3 blocks with 15 statements in each and respondents needed to evaluate statement in scale from "totally agree", "agree", "neutral", "disagree", "totally disagree". Results revealed that safety if the most important factor for choosing a destination for travelling (93.5 % agree and totally agree with statement). Also, most of the people agree (89.3 %) that they will travel only when they will be sure about safety due to COVID-19. Now 85 % of respondents cancelled or are planning to cancel their future trips due the virus. Despite the huge current influence of the virus, most of the respondents agree that they would like to travel if not the negative Coronavirus news, this means that the virus did not stop people from willing to travel. Summing up all information and research made it is obvious that Coronavirus have a huge influence on society and consumer behaviour in various ways and especially in tourism sector. Changing behaviour is forecasted for the future also: travellers will choose to travel to more remote destinations, avoid mass places, travel more individually and avoid group travelling. Huge attention will be on health and hygiene conditions in places of interest, accommodation and restaurants sector, also for other traveller's health situation
The most relevant topic at the moment – the new Coronavirus and the influence it has bring to our economies, communities, health and all the other spheres. One of the most damaged sector – transport and tourism. This paper aim to analyse the changes in customer behaviour during COVID-19 pandemic, how does it change people plans for travelling at the moment and in a long term, also traveller's behaviour in organizing trips, selecting destination or an accommodation. The research was carried out using scientific literature analysis and a quantitative research was used for receiving a data about current changes in tourist behaviour which is extremely relevant at the moment. Tourism was one of the most growing industry, counting steady growth for 10 years in a row and reaching the record of 1.5 billion international tourists in year 2019 (UNWTO, 2020) and the forecast for the upcoming year was further growth of 4 % but now it is obvious that instead of a growth tourism industry will face sharp decline due to cancelled flights, closed hotels and restaurants, even borders of the many countries in EU, USA, Asia. Everything changed really rapidly as new Coronavirus fit China in the end of 2019 and soon spread in other countries and continents. This world is facing various risks every day from terror, wars, economy crises, nature disasters to biological virus mutations – all threats cause enormous influence to society and customer behaviour. Consumer behaviour – the decisions that people make to buy or not to buy a product or service, and the factors that influence their decisions (Mowen, 1987). Many scientists agree that consumer behaviour is highly affected by environment and any changes that happen in society. B.F. Skinner was focused not into the individual but into environment and the reaction of people into changes in environment. According to Jan Krajhanzl (2010) consumer behaviour is influenced by internal and external factors. One type of external factors are situational factors like: weather conditions, time, catastrophes, epidemics and other. No other economic sector is so connected with environment like tourism, on which it depends. There are few types of risks on tourism: 1. Nature: storms, earthquakes, volcano eruptions, tsunamis, floods, etc. 2. Technology: risks, caused by unlimited technological development. 3. Political: wars, conflicts, terror. 4. Biological: viruses, infectious diseases. (Robertson, Kean, Moore 2006) Those global challenges have power on most countries tourism sector: in regions where one or another risk if happening, number of tourist drop rapidly (Damulienė, 2011). Current global risk – COVID-19 virus, which caused worldwide pandemic. World Health Organization (WHO) characterized Coronavirus as pandemic on 19th of March, 2020. In a very short time this virus changed people life: many countries are in a lockdown, which leads to closed restaurants, shopping places, public events and many other spheres. One of the most effective way of avoiding virus is staying at home with no physical contact which leads to negative influence to individual's mental health (WHO 2020). The research of the paper was conducted in March – April, 2020. 277 people from Lithuania answered to online survey questions. Results were analysed with Excel. Profile of the respondents were people from 19 to 65 years, mostly 35-55 years old, active travellers, travelling abroad one and more times per year (81.8 %). Questions were divided into 3 blocks with 15 statements in each and respondents needed to evaluate statement in scale from "totally agree", "agree", "neutral", "disagree", "totally disagree". Results revealed that safety if the most important factor for choosing a destination for travelling (93.5 % agree and totally agree with statement). Also, most of the people agree (89.3 %) that they will travel only when they will be sure about safety due to COVID-19. Now 85 % of respondents cancelled or are planning to cancel their future trips due the virus. Despite the huge current influence of the virus, most of the respondents agree that they would like to travel if not the negative Coronavirus news, this means that the virus did not stop people from willing to travel. Summing up all information and research made it is obvious that Coronavirus have a huge influence on society and consumer behaviour in various ways and especially in tourism sector. Changing behaviour is forecasted for the future also: travellers will choose to travel to more remote destinations, avoid mass places, travel more individually and avoid group travelling. Huge attention will be on health and hygiene conditions in places of interest, accommodation and restaurants sector, also for other traveller's health situation
Today's migration is the biggest people movement in all-time. In late decades this phenomenon takes about two hundred million. It becomes more complicated economic, social, cultural, political and religious problem. Work mobility influences demographic and economic situation. In this work this influence will be estimated by using regression method. In the first part of this work the theoretical discourses of migration are analysed, in the second – the demographic and economic situations, influenced by labour force mobility between three countries (Ireland, Poland, Lithuania) are compared and in the third part – the correlations between migration and demographic and economic rates are found and the three scenarios (optimistic, realistic, pessimistic) are designed.
Today's migration is the biggest people movement in all-time. In late decades this phenomenon takes about two hundred million. It becomes more complicated economic, social, cultural, political and religious problem. Work mobility influences demographic and economic situation. In this work this influence will be estimated by using regression method. In the first part of this work the theoretical discourses of migration are analysed, in the second – the demographic and economic situations, influenced by labour force mobility between three countries (Ireland, Poland, Lithuania) are compared and in the third part – the correlations between migration and demographic and economic rates are found and the three scenarios (optimistic, realistic, pessimistic) are designed.
Today's migration is the biggest people movement in all-time. In late decades this phenomenon takes about two hundred million. It becomes more complicated economic, social, cultural, political and religious problem. Work mobility influences demographic and economic situation. In this work this influence will be estimated by using regression method. In the first part of this work the theoretical discourses of migration are analysed, in the second – the demographic and economic situations, influenced by labour force mobility between three countries (Ireland, Poland, Lithuania) are compared and in the third part – the correlations between migration and demographic and economic rates are found and the three scenarios (optimistic, realistic, pessimistic) are designed.
The aim of this paper is to demonstrate the factors that have an influence over the reputation of organization. In order to achieve the goals of the paper the analysis of the authors' thoughts from differential and analog schools has been made. The outcome of Balmer, Bromley, Fombrun (the representatives of differential school) is the concepts of reputation that signify that the reputation of organization is the result of past actions and that shows the capability of organization to allocate the result to the public. Reputation is more sustained than the image in terms of time. In addition image can be changed quickly and can be untrue; reputation on the other hand is more associated with the experience of organization. The analysis of organizational image and identity concepts has been made and a comparison with organizational reputation has been done. This has been done because these two concepts are associated and sometimes understood as synonyms. The image of organization is the summation of the inner and external public opinions; the identity is the presentation of organization, dependable on the characteristics that represent the organization by using symbols, examples and communications. The main difference between these concepts is that the identity of organization is a mean by which the members of organization value the organizations; the image is a mean by which organization presents itself to the society; reputation is a mean by which the society values the organization. According to "Financial times"and "Fortune", six main factors have been singled out that influence the reputation of organization. These are: knowledge and skills, emotional bonds, leadership, vision and ambition, quality, financial, social reliability and the reliability of environment. Despite these factors, communication as an influence factor of organization's reputation has been examined. A conclusion has been made that communication has a great role in the management of organization's reputation, and especially in crisis situations. On a practical purpose to explore how the employees understand the factors that influence the reputation of organization and the reputation itself, a quantitative research has been conducted. 31 employee of Private Corporation "Gaumina" have completed the given questionnaires. All in all, it must be said that the leaders of organization should pay more attention to the factors that constitute the reputation of organization, because these help maintain the good reputation of organization.
The aim of this paper is to demonstrate the factors that have an influence over the reputation of organization. In order to achieve the goals of the paper the analysis of the authors' thoughts from differential and analog schools has been made. The outcome of Balmer, Bromley, Fombrun (the representatives of differential school) is the concepts of reputation that signify that the reputation of organization is the result of past actions and that shows the capability of organization to allocate the result to the public. Reputation is more sustained than the image in terms of time. In addition image can be changed quickly and can be untrue; reputation on the other hand is more associated with the experience of organization. The analysis of organizational image and identity concepts has been made and a comparison with organizational reputation has been done. This has been done because these two concepts are associated and sometimes understood as synonyms. The image of organization is the summation of the inner and external public opinions; the identity is the presentation of organization, dependable on the characteristics that represent the organization by using symbols, examples and communications. The main difference between these concepts is that the identity of organization is a mean by which the members of organization value the organizations; the image is a mean by which organization presents itself to the society; reputation is a mean by which the society values the organization. According to "Financial times"and "Fortune", six main factors have been singled out that influence the reputation of organization. These are: knowledge and skills, emotional bonds, leadership, vision and ambition, quality, financial, social reliability and the reliability of environment. Despite these factors, communication as an influence factor of organization's reputation has been examined. A conclusion has been made that communication has a great role in the management of organization's reputation, and especially in crisis situations. On a practical purpose to explore how the employees understand the factors that influence the reputation of organization and the reputation itself, a quantitative research has been conducted. 31 employee of Private Corporation "Gaumina" have completed the given questionnaires. All in all, it must be said that the leaders of organization should pay more attention to the factors that constitute the reputation of organization, because these help maintain the good reputation of organization.
The aim of this paper is to demonstrate the factors that have an influence over the reputation of organization. In order to achieve the goals of the paper the analysis of the authors' thoughts from differential and analog schools has been made. The outcome of Balmer, Bromley, Fombrun (the representatives of differential school) is the concepts of reputation that signify that the reputation of organization is the result of past actions and that shows the capability of organization to allocate the result to the public. Reputation is more sustained than the image in terms of time. In addition image can be changed quickly and can be untrue; reputation on the other hand is more associated with the experience of organization. The analysis of organizational image and identity concepts has been made and a comparison with organizational reputation has been done. This has been done because these two concepts are associated and sometimes understood as synonyms. The image of organization is the summation of the inner and external public opinions; the identity is the presentation of organization, dependable on the characteristics that represent the organization by using symbols, examples and communications. The main difference between these concepts is that the identity of organization is a mean by which the members of organization value the organizations; the image is a mean by which organization presents itself to the society; reputation is a mean by which the society values the organization. According to "Financial times"and "Fortune", six main factors have been singled out that influence the reputation of organization. These are: knowledge and skills, emotional bonds, leadership, vision and ambition, quality, financial, social reliability and the reliability of environment. Despite these factors, communication as an influence factor of organization's reputation has been examined. A conclusion has been made that communication has a great role in the management of organization's reputation, and especially in crisis situations. On a practical purpose to explore how the employees understand the factors that influence the reputation of organization and the reputation itself, a quantitative research has been conducted. 31 employee of Private Corporation "Gaumina" have completed the given questionnaires. All in all, it must be said that the leaders of organization should pay more attention to the factors that constitute the reputation of organization, because these help maintain the good reputation of organization.
The Biafra war as an event offers a variety of angles from which it could be analysed, though this topic, apart from the dimensions of genocide or humanitarian crises, has never been much in the interest of scholars. On the one hand, it could be related to the lack of real facts as many figures and stories were fabricated during the war; on the other hand, as John K. Wa'Njogu would say, any story from Africa is not interesting if it is not an exceptional and aberrational news level. However, there have been several partly related articles about mass communication, propaganda and public relations during the Biafra war, but most of them have been taking the Western point of view, at the same time misjudging the role of the Biafran leader Ojukwu and his input in forming the propaganda apparatus by using approved propaganda guidelines from the West and adapting it to local realities. According to Scot Macdonald, the Biafra war was a war of images fought in the court of public opinion, which was won by Biafra, though the war was lost in the military and political arena. Ojukwu fairly quickly recognized the importance of controlling information and the power of messages delivered via mass communication channels, while Nigerian officials had never fully grasped the importance of this coverage. Therefore, Ojukwu built a team from local and Western professional propagandists and PR specialists whose main task was to find a proper angle of propaganda that could help to win this asymmetric war. The first attempts to use political emancipation of the oppressed people, religious, pogrom and genocide angles had limited success, but the image of starving and dying children was a very new angle, which, with the help of mass communication, helped to deliver the message to a much broader public arena. [.]
The Biafra war as an event offers a variety of angles from which it could be analysed, though this topic, apart from the dimensions of genocide or humanitarian crises, has never been much in the interest of scholars. On the one hand, it could be related to the lack of real facts as many figures and stories were fabricated during the war; on the other hand, as John K. Wa'Njogu would say, any story from Africa is not interesting if it is not an exceptional and aberrational news level. However, there have been several partly related articles about mass communication, propaganda and public relations during the Biafra war, but most of them have been taking the Western point of view, at the same time misjudging the role of the Biafran leader Ojukwu and his input in forming the propaganda apparatus by using approved propaganda guidelines from the West and adapting it to local realities. According to Scot Macdonald, the Biafra war was a war of images fought in the court of public opinion, which was won by Biafra, though the war was lost in the military and political arena. Ojukwu fairly quickly recognized the importance of controlling information and the power of messages delivered via mass communication channels, while Nigerian officials had never fully grasped the importance of this coverage. Therefore, Ojukwu built a team from local and Western professional propagandists and PR specialists whose main task was to find a proper angle of propaganda that could help to win this asymmetric war. The first attempts to use political emancipation of the oppressed people, religious, pogrom and genocide angles had limited success, but the image of starving and dying children was a very new angle, which, with the help of mass communication, helped to deliver the message to a much broader public arena. [.]
The Biafra war as an event offers a variety of angles from which it could be analysed, though this topic, apart from the dimensions of genocide or humanitarian crises, has never been much in the interest of scholars. On the one hand, it could be related to the lack of real facts as many figures and stories were fabricated during the war; on the other hand, as John K. Wa'Njogu would say, any story from Africa is not interesting if it is not an exceptional and aberrational news level. However, there have been several partly related articles about mass communication, propaganda and public relations during the Biafra war, but most of them have been taking the Western point of view, at the same time misjudging the role of the Biafran leader Ojukwu and his input in forming the propaganda apparatus by using approved propaganda guidelines from the West and adapting it to local realities. According to Scot Macdonald, the Biafra war was a war of images fought in the court of public opinion, which was won by Biafra, though the war was lost in the military and political arena. Ojukwu fairly quickly recognized the importance of controlling information and the power of messages delivered via mass communication channels, while Nigerian officials had never fully grasped the importance of this coverage. Therefore, Ojukwu built a team from local and Western professional propagandists and PR specialists whose main task was to find a proper angle of propaganda that could help to win this asymmetric war. The first attempts to use political emancipation of the oppressed people, religious, pogrom and genocide angles had limited success, but the image of starving and dying children was a very new angle, which, with the help of mass communication, helped to deliver the message to a much broader public arena. [.]
The Biafra war as an event offers a variety of angles from which it could be analysed, though this topic, apart from the dimensions of genocide or humanitarian crises, has never been much in the interest of scholars. On the one hand, it could be related to the lack of real facts as many figures and stories were fabricated during the war; on the other hand, as John K. Wa'Njogu would say, any story from Africa is not interesting if it is not an exceptional and aberrational news level. However, there have been several partly related articles about mass communication, propaganda and public relations during the Biafra war, but most of them have been taking the Western point of view, at the same time misjudging the role of the Biafran leader Ojukwu and his input in forming the propaganda apparatus by using approved propaganda guidelines from the West and adapting it to local realities. According to Scot Macdonald, the Biafra war was a war of images fought in the court of public opinion, which was won by Biafra, though the war was lost in the military and political arena. Ojukwu fairly quickly recognized the importance of controlling information and the power of messages delivered via mass communication channels, while Nigerian officials had never fully grasped the importance of this coverage. Therefore, Ojukwu built a team from local and Western professional propagandists and PR specialists whose main task was to find a proper angle of propaganda that could help to win this asymmetric war. The first attempts to use political emancipation of the oppressed people, religious, pogrom and genocide angles had limited success, but the image of starving and dying children was a very new angle, which, with the help of mass communication, helped to deliver the message to a much broader public arena. [.]
