TYPES OF CONSUMERS ACCORDING TO THEIR PERCEPTIONS OF BRANDS’ ENVIRONMENTAL FRIENDLINESS IN BRAND COMMUNICATIONS
Journal Title: Наука і освіта - Year 2017, Vol 0, Issue 7
Abstract
The article presents the results of the research on the peculiarities of Ukrainian consumers’ perception of brands’ environmental friendliness in brand communications. Brand communications are a set of specific actions in social in- teraction process (interpersonal, intergroup, mass-scale) that affect the opinions, motives, attitudes and behaviour of consumers towards certain companies, their products and (or) services. The result of brand communications is the image of a brand as a social object. The effectiveness of brand communications results in the formation of consumers’ loyalty as an attitude, which is developed dynamically and motivates individuals to buy and consume a certain product (service). There have been presented the results of empirical research that outline the types of consumers according to their perception of brands’ environmental friendliness in brand communications. Besides, there have been identified statistically significant differences in categorization of consumer types, depending on a number of socio-demographic and professional factors; the impact of brand equity on loyalty as a socio-psychological mechanism of effective brand communication for food products. The prospects of further studies involve the determination of psychosocial mecha- nisms and factors of effective brand communications, theoretical justification, development and testing of social and psychological training programs for future managers, marketing specialists, advertising sector employees aimed at developing brand communications skills.
Authors and Affiliations
Liliia Homolska
Keywords
Related Articles
- EP ID EP568426
- DOI 10.24195/2414-4665-2017-7-10
- Views 163
- Downloads 0
ISSUES OF TRAINING MATHEMATICS TEACHERS PRESENTED IN PSYCHOPEDAGOGICAL RESEARCH WORKS
The author has considered research works and publications on the problems of professional training of Mathemat- ics teachers and approaches to solving them. The formation of Mathematics teacher’s methodical and informati...
FORMING FUTURE MATHEMATICS TEACHERS’ INSTRUCTIONAL DESIGN SKILLS
The paper deals with modern approaches to the definition of the essence of developing future Mathematics teach- ers’ instructional design skills. According to the research hypothesis the formation of such skills will con...
ESSENCE OF FUTURE NURSERY TEACHERS’ PROFESSIONAL TRAINING IN TERMS OF AXIOLOGICAL APPROACH
The aim of the study is to analyze the peculiarities and role of the axiological aspect in the nursery teachers train- ing. Pedagogical values are considered as one of the main components of nursery teachers’ professiona...
PROFESSIONAL TRAINING OF A BACHELOR OF ORIENTAL STUDIES AT A PEDAGOGICAL UNIVERSITY
The paper deals with the concept of “professional training of a bachelor of Oriental studies at a pedagogical university”. This training is seen as a process of formation of professional-pedagogical competence of bachelo...
teaching medical students’ professional English reading on the basis of individual cognitive learning styles
The article deals with the issue of developing future doctors’ reading competency in professional English on the basis of individual cognitive learning styles. The notion “individual cognitive learning style” in the cont...