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BUSINESS INFORM №5-2015

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47

Section: Management and Marketing
UDC 631.1.027:631.11
Gulya Y. V.
Model for Implementing a Strategy to Engage Consumers in the Brand (p. 284 - 291)

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.
Keywords: building the brand identity, levels of consumer involvement in the brand and transforming their consciousness, images classification and identification of brand attributes
Fig.: 1. Tabl.: 5. Formulae: 2. Bibl.: 11.

Gulya Yuliia V. – Candidate of Sciences (Economics), Polissia National University (7 Staryi Blvd, Zhytomyr, 10008, Ukraine)
Email: [email protected]

Article is written in Ukrainan
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Reference to this article:
Gulya, Yuliia V. (2015) “Model for Implementing a Strategy to Engage Consumers in the Brand.” Business Inform 5:284–291.


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