Marketing Communications in Establishing Brands for Networks of Restaurant Business Enterprises
Journal Title: Бізнес Інформ - Year 2015, Vol 12, Issue 0
Abstract
The article researches efficiency of using marketing communications in the process of establishing brands for restaurant business networks on the basis of interviews with both representatives of enterprises and consumers, which was carried out through social networks. The main communication means, used by enterprises of restaurant business, have been determined. The most popular sources of information for consumers about the establishments and networks of restaurant business have been identified. In addition, indicators of consumer loyalty towards networks' brands of restaurant business enterprises in Ukraine have been identified and evaluated. The analysis of the communication means used to promote corporate networks' brands of restaurant business enterprises in Ukraine was based on a survey of both representatives of enterprises and consumers of restaurant services, conducted in 2015. The study has revealed that the majority of enterprises' communication policies is aimed at stimulating sales and client flows. Half of the enterprises carries out communication activities with a view to creating a positive image as well as level of brand recognition. Less than half of the respondents replied that the aim of communication policy is to develop customer loyalty and their demand for services.
Authors and Affiliations
Eduard Yurchak
Keywords
Related Articles
- EP ID EP117687
- DOI -
- Views 102
- Downloads 0
Influence of Transformation of State Functions Upon Priorities and Mechanisms of Realisation of the Budget Strategy in Ukraine under Globalisation: Institutional Dimension
The article considers institutional approach to revelation of the essence of influence of transformation of state functions under conditions of globalisation upon priorities and mechanisms of realisation of the budget st...
The Main Directions of Crisis Management in the IT-Sphere
The article is aimed at analyzing the major directions of crisis management in the IT-sphere. The concepts of «crisis management», «business continuity plan» have been defined. Directions of enterprise management in time...
Financial Economy and Financial System: Basis of Structural Interconnection
The goal of the article lies in identification of grounds of interconnection of the financial economy and financial system. The study was conducted with consideration of main provisions of the theory of finance and conce...
Causes and Backgrounds of the Shadow Economy in Ukraine, Approaches to Countering
The article substantiates topicality of the problem of shadow economy in the context of the European integration of Ukraine. The article displays reasons for the ineffectiveness of economic reforms against the background...
Assessment of Propensity of Enterprises towards Bankruptcy by on the Basis of Methods of Fuzzy Logic and Fuzzy Neural Networks
The article is aimed at development of models for assessment of enterprises' propensity towards bankruptcy by the methods of fuzzy logic and fuzzy neural networks. Use of a system of indicators, included in the different...