Author, institution: Vestina Vainauskienė, Kaunas University of Technology
Science area, field: Social Sciences, Management
The Doctoral Dissertation is available at the library of Kaunas University of Technology (K. Donelaičio St. 20, Kaunas).
Scientific Supervisor:
Prof. Dr. Rimgailė VAITKIENĖ (Kaunas University of Technology, Social Sciences, Management – 03S).
Dissertation Defence Board of Management Science Field:
Prof. Dr. Regina VIRVILAITĖ (Kaunas University of Technology, Social Sciences, Management – 03S) – Chairperson,
Prof. Dr. Arvydas BAKANAUSKAS (Vytautas Magnus University, Social Sciences, Management – 03S),
Prof. Dr. Habil. Jonas ČEPINSKIS (Vytautas Magnus University, Social Sciences, Management – 03S),
Prof. Dr. Habil. Robertas JUCEVIČIUS (Kaunas University of Technology, Social Sciences, Management – 03S),
Prof. Dr. Asta SAVANEVIČIENĖ (Kaunas University of Technology, Social Sciences, Management – 03S).
Official Opponents:
Assoc. Prof. Milda DAMKUVIENĖ (Šiauliai University, Social Sciences, Management – 03S),
Prof. Dr. Rita KUVYKAITĖ (Kaunas University of Technology, Social Sciences, Management – 03S).
Annotation:
Brand vulnerability forms in the context of uncertainty of the outside environment. Uncertainty is the essential dimension characterising the modern outside environment, which defines the ambiguity of the results of different organisation activities carried out in the context of unpredictable situations when lacking relevant information. uncertainty associated with concepts of risk and vulnerability. Conceptual presumptions of the vulnerability and risks allow stating that strategic solutions of the brand management, without considering the future uncertainties and their influence to brand, potentially model a risk of brand.
Scientific studies implicate that in order to successfully manage brands in the modern external environment it is important to apply future foresight methods within the planning context and in such way to predict developing factors in the future turbulent external environment and to make proactive brand management decisions. Method of scenario development for foresight of brand vulnerability and proactive response to it is suggested to be applied in the dissertation. This implies the aim of the research – justification of methodology for development of brand vulnerability scenarios.
The thesis submits several significant approaches: conceptualization of brand vulnerability, revealing that brand vulnerability is developed through the consumer bases brand equity; justification of brand vulnerability scenarios development thought intuitive scenario development process and the measurement system of customer based brand equity; prepared and verified theoretical model for development of brand vulnerability scenarios.
