Bulhakova, Olena and Булгакова, Олена Валеріївна (2017) Brand image on consumer market. Міжнародні економічні відносини та світове господарство, 1 (13). pp. 31-36. ISSN 2413-9971
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Abstract
The article discusses approaches to defining the brand and company image in the consumer market. Determined distinguishing features between the brand and image proved that image formation is an inherent part of a strong brand and has a direct impact on the provision of consumer brand perception. We consider the relationship between the brand attributes and their impact on the whole image of the brand product on the market under globalization. Deals with the functions performed by the brand to consumers and which are able to determine the relevance of the brand and its image for a specific target audience. The model validation degree of importance of brand image in the consumer market.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | brand image, brand features, consumers, consumer preferences, relevance of the brand. |
| Subjects: | Research materials > Journal articles > Economics Research materials > Journal articles |
| Divisions: | Educational and Scientific Institute of Economics, Management and Administration > Department of Marketing, Management and Public Administration |
| Depositing User: | Адміністратор репозиторію |
| Date Deposited: | 25 Sep 2017 11:18 |
| Last Modified: | 25 Sep 2017 11:18 |
| URI: | http://elibrary.donnuet.edu.ua/id/eprint/128 |
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