Model for Implementing a Strategy to Engage Consumers in the Brand
Journal Title: Бізнес Інформ - Year 2015, Vol 5, Issue 0
Abstract
The article is aimed at substantiation of the feasibility and possibility for applying the existing international practice of such technologies as «building the brand identity» and «engaging consumers in the brand». In order to generalize the author's views on the development of different forms of branding in poultry enterprises, monographic method, method of analysis and synthesis, and economic comparison were used. The research findings include: analysis of building successful brands based on the use of new technologies of branding «building the brand identity» and «engaging consumers in the brand» using the existing laws, regulations and requirements of their creation; a developed classification of brand image series, imprinted in the minds of consumers by means of branding and combined in three blocks; the carried out identification of four levels of brand attributes related to consumer personality in them. The scientific novelty of the research results consists in: the elaborated model for implementing a strategy of «engaging consumers in the brand»; determining the components of this model based on the creation of corresponding brand images for the concerned consumers, namely: associations, acceptance, sensation, belief, trust, desire to action, unity and devotion to the brand, and their parameters in the consciousness of the latter. The practical value of the model is presented by: possibility to count the absolute and relative effectiveness of involving consumers in brands; building a graphical model regarding levels of consumer involvement in the brands; determining the four levels of transformation of the consumer consciousness, depending on the level of their involvement in the brand.
Authors and Affiliations
V. GulyaYuliya
Keywords
Related Articles
- EP ID EP100605
- DOI -
- Views 88
- Downloads 0
The Post-Global Security Space
The article is aimed to explore the threatening influence of the latest post-global phenomena and processes on the architectonics of security space of the global economic system. The article analyses the main measurement...
Dynamic Capabilities of an Enterprise: Methods of Revelation and Tracing Maturity
The article describes key provisions of the methodical approach to revelation of dynamic capabilities of an enterprise and tracing their maturity. It systemises methodological grounds and clarifies main provisions of ide...
Variance Analysis in the Risk Assessments Based on the Alternative Methods Within the Fuzzy Multiple Methodology
The article is concerned with analyzing the differences between risk assessments based on the alternative methods within the fuzzy multiple methodology. The study is restricted with the component (aspect) of the risk mea...
Building a Model for Optimization of Informational-Analytical Ensuring of Cost Management of Industrial Enterprise
The article examines peculiarities of building a model of informational-analytical optimization of cost management. The main sources of information together with approaches to cost management of industrial enterprises ha...
Economic Potential Theory: Object, Subject and Conceptual Framework
The goal of the article is specification of content of basic notions, object and subject of the economic potential theory as a relatively independent branch of the economic science. Based on the analysis of multiple scie...