PREKĖS ŽENKLO VERTĖS IR VARTOTOJO LOJALUMO SĄSAJŲ LIETUVOS TELEKOMUNIKACIJŲ RINKOJE TYRIMAS

The brand and customer – based brand equity, which can increase consumer benevolence and encourage them to stay loyal to the brand or service provider, can be an important instrument for corporate competition. The aim of this article is to evaluate practical application of the theoretical model of the interfaces between customer – based brand equity and customer loyalty while carrying out the survey of telecommunication consumers. Lithuanian telecommunication market is currently divided by the three main competitors – Telia Lietuva AB, Tele2 JSC and Bitė Lietuva JSC. The brand Telia has been selected for the analysis. The first phase of the survey was carried out in April–May of 2017, and the second phase – in February–March of 2018. The data obtained allows us to test hypotheses about model’s ability to evaluate the competing brands and to compare consumer positions with respect to them at different periods. KEY WORDS: brand, customer – based brand equity, customer loyalty, telecommunication consumers. DOI: http://dx.doi.org/10.15181/tbb.v79i2.1774