IMPACT OF BRANDING STRATEGIES ON CONSUMER BEHAVIOR
Journal Title: Регіональна економіка та управління - Year 2017, Vol 5, Issue 18
Abstract
The research subject of this article is the impact of brand on the behaviour of Ukrainian consumers. The goal is to set the value of branding and the brand, to explore the process of selecting a branding strategy and determine the impact of branding strategies on consumer behavior. When writing the article the following methods were used: method of establishing causal relationships, analysis and synthesis, abstraction, generalization. The result of the study is to determine conceptual categories studied and the value of branding in consumer behavior.
Authors and Affiliations
Oksana Bolotna, Anastasiia Davydenko, Maryna Khashchivska
Keywords
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