NATIONAL BRANDING AS A WAY OF IMPROVING THE COMPETITIVENESS OF UKRAINIAN PRODUCTS
Journal Title: Інфраструктура ринку - Year 2018, Vol 17, Issue
Abstract
This article considers problems of customer attitudes towards products of Ukrainian manufacturers abroad. Results of the customer perception research of Ukrainian products in some countries have been included. Among the choice factors, a special focus was on emotional components. One of the key factors considered is the “country of origin” (COO) effect. Some reasons for developing a positive or negative COO effect are identified for domestic and foreign markets.Priority dimensions of marketing activity of Ukrainian businesses for developing competitive brands are identified, which would have positive perceptions of our country abroad.
Authors and Affiliations
O. V. Bohoiavlenskyi
Keywords
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- EP ID EP512081
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