ВИКОРИСТАННЯ ЕЛЕМЕНТІВ НАЦІОНАЛЬНОЇ АВТЕНТИЧНОСТІ ЯК ІНСТРУМЕНТІВ КУЛЬТУРНОЇ ІДЕНТИФІКАЦІЇ УКРАЇНСЬКИХ БРЕНДІВ

PurposeMonetary incentives have been widely adopted by brands to promote consumer engagement in their brand communities on social networking sites. This paper aims to explore how the interactions triggered by an emerging monetary incentive, red packets, affect consumers’ brand attitude in the context of WeChat brand groups (WCBGs).Design/methodology/approachAccording to whether brands ask for commercial returns from consumers, two types of interactions were identified, namely, exchange red packet interaction (ERPI) and communal red packet interaction (CRPI). The corresponding influences on brand attitude were examined in three experiments.FindingsCompared to CRPIs, ERPIs elicit greater normative community pressure, inducing a less favorable brand attitude. Moreover, this impact is moderated by the time frame of brand communities. In the long-term WCBGs, a significant difference exists between ERPIs and CRPIs, while such difference attenuates or even disappears in short-term WCBGs.Practical implicationsWhen using red packets as an engagement strategy, brand managers should be alert to their potential negative influence. Specifically, in short-term brand communities, ERPIs enable managers to acquire commercial returns without hurting brand attitude. In long-term brand communities, managers are advised to implement CRPIs to foster a positive brand attitude.Originality/valueThis study investigates red packet interactions in brand communities, which have been widespread but unexplored. The results expand the literature by addressing the undermining effect of ERPI and the moderating effect of the time frame.

The rise of the Internet has enabled the consumers to share their brand related emotion in social media brand communities. Members of brand communities frequently use the company’s intellectual and cultural assets, which further foster the forming of close bonds. It improves community members’ social ties and reciprocity standards. As a result, the brand community members become more cooperative. The stimulus-organism-response paradigm has been followed as theoretical framework to determine consumers’ social participation as stimuli which affect their social capital—bridging and bonding (organism) that ultimately improves their brand commitment (response). Select Facebook brand communities provided the data for this investigation. Also, structural equation modeling, which uses different fit indices to test the theoretical framework, has been done. Innovative aspect of this study is how online social interactions between consumer brand communities influence consumers’ social capital, which in turn influences consumers’ brand attitude. Additionally, by creating brand communities for their brands, brand managers can capitalize on the satisfactions of the members. Based on the uses and gratification theory, the study that highlights members’ desire to participate in brand communities’ events can be used by brand managers to advance their businesses.

Purpose: The study aims to investigate the role of different brand communication types on customer commitment and the impact of perceived fit on the bond between brand communication and brand trust in the context of China's international schools. This work offers profound insights into brand trust and communication strategies for brand decision-makers which directly shape customer commitment, a key aspect of the decision-making process. Design/methodology/approach: Employing quantitative analysis, this study surveyed 318 parents of students from 6 international schools in China, constructing an SEM-PLS model to validate the influences of brand communication, perception of fit, and brand trust on customer commitment. Findings: The research uncovered that controllable brand communication positively affects customer commitment via the mechanism of brand trust, while uncontrollable brand communication does not directly influence affective commitment. The mediation role of brand trust and affective commitment between brand communication and sustained commitment is observed. Perceived fit serves as a moderator in the relationship between brand communication and brand trust. Practical Implications: Our findings empirically unravel the core determinants for the future development of international schools in China. Originality/value: What sets this study apart is its empirical focus on China's international schools sector, an area not thoroughly explored in the existing literature. It bolsters the extant knowledge of brand relationship marketing, providing comprehensive insights into the interplay of brand communication, brand trust, and customer commitment. This paper emphasizes the vitality of effective brand management for gaining a competitive edge and achieving customer fit in the modern market, thereby offering invaluable implications for decision-makers in making scientifically informed brand management decisions.

The rapid growth of Chinas new energy vehicle (NEV) industry has reshaped the countrys automotive landscape and created new opportunities for brand communication through advertising. This paper explores and compares the advertising strategies adopted by leading Chinese NEV brands, with a particular focus on BYD, NIO, and XPeng. The research examines four key dimensions: target audience positioning, advertising appeals, content and creative forms, and media deployment strategies. Through a comparative analysis, this study finds that while these brands share common emphases on innovation, environmental responsibility, and lifestyle alignment, they differ in their narrative styles, spokesperson choices, and digital engagement strategies. The findings highlight that functional appeals remain dominant, but emotional, technological, and social responsibility messages are increasingly integrated to enhance brand equity. The analysis further reveals that advertising effectiveness varies depending on alignment with consumer expectations and brand positioning, with successful cases leveraging authenticity and innovation while unsuccessful campaigns suffer from weak messageaudience fit. The study contributes to both academic and practical discussions by offering insights into the evolution of NEV advertising in China and providing recommendations for optimizing brand communication strategies in this dynamic market.

Purpose This paper aims to explore how enterprise microblogging can influence consumer loyalty and thus generate business value for firms. The study aims to expand traditional brand community theory. Design/methodology/approach The paper is based on brand community theory, social identity theory and usage and gratifications theory. Using a pre-survey of the fans of an enterprise microblog and a random sample survey of such fans on Sina Weibo, the authors tested the structural equation model with LISREL, which includes multiple fit indices. Findings The paper provides empirical insights about how enterprise microblogging can influence consumer loyalty and thus generate business value for firms. It suggests that consumers’ perceived value could strengthen their microblog identification, which will influence their perceived relationship with the enterprise and its products directly and indirectly through the mediation of enterprise identification. Perceived relationship can further influence purchase and recommendation intentions. Research limitations/implications Because of the chosen data collecting approach, the research results may be still subjective. Moreover, the study overlooks the effects of the different types of enterprise microblogging and consumers. Practical implications Enterprises should operate their official microblogging from the perspective of maintaining brand community to improve consumer loyalty. They can generate more value for consumers through their microblogging and predict the operating performance by evaluating the degree of consumers’ relationship perception. Originality/value This paper considers enterprise microblogging as a new form of virtual brand community and identifies its features, and expands theories of brand community, and social media/IT business value, social identity theory and gratifications theory.

Problem’s setting. Many experts are increasingly inclined to conclude that the main factor for the success of most enterprises is the commitment and loyalty of consumers. A higher degree of consumer loyalty is an almost fanatical appreciation of the brand. Any product while entering the market creates some impression - positive or negative. These associations and consumer perception of the product are called the brand. This is some impression of a product in the minds of consumers or a label that is thoughtfully attached to the product. However, branding is not always a sure guarantee of success for the company . Analysis of recent studies. The issues of brand formation were explored by authors such as D. Aaker, T. Ambler, B. Bruns, J. Burnett, A. Bontour, F. Kotler, E. Rice, J. Rossiter, V. Domnin, K. Bazherin, L. Buk , O. Zozuliov, V. Pustotin, E. Romat and others. Researchers expose the essence of a brand, offer methodological approaches to its formation, analyse the essence of branding and brand management. Objective of the research is to analyse the modern scientific understanding of the brand management system as a factor of increasing the competitiveness of enterprises, to consider the process of forming and using brand management system by the enterprises of the confectionery industry, as well as to diagnose the socio-economic efficiency of brand management of one of the most successful companies in Ukraine and to develop a strategy for its improvement. The main part. A brand management system is a complex of interconnected elements: goals, principles, functions, methods, organizational structure that embodies the management relationships that together allow to fulfil the main mission of the enterprise - meeting the needs of consumers. It is worth noting that the brand management model has a strategic orientation, which includes a block of goal-setting, analytical block and formation of strategic alternatives of brand development, which is a crucial part for today's changing conditions of the environment . Therefore, the main stages of the process of brand formation and using are comprehensive market research, brand creation, alignment of the brand concept with other components of the marketing complex, the formation of a marketing communications system, implementation of branding proposals, evaluation of brand efficiency, rebranding. Market analysis of consumer goods in Ukraine over the past 5 years has shown a significant decline in production and consumption of virtually all categories of consumer goods. Cheap products are the exception: instead of chocolate, consumers buy cookies and gingerbread, instead of wine from Italy and Chile - domestic wine. In addition, the Ukrainian confectionery sector is one of the most highly competitive areas in our country. It is quite multi-vector, as it develops differently in each segment. Consider the structure of the Ukrainian confectionery market by manufacturers. The biggest players during 2016-2019 are Roshen Confectionery Corporation, Malbi Foods LLC, Ferrero SpA, Mars, Inc., Nestlé S.A. and Mondelēz International, Inc. They occupy 19.3%, 8.3%, 8.0%, 7.6%, 7.0% and 6.2% respectively. In addition, the share of Private Label goods sales has increased significantly - up to 13% as of 2018. Confectionery is an area that needs creativity and ingenuity. The Western market requires simple and bright packaging, which stands out on the shelves and is as interesting to the audience as possible. Often, manufacturers add a game element that attracts not only the infant audience but also adult consumers. High value of the Nestlé brand management system in Ukraine is the high corporate image as well as the image of individual brands. The analysis of the brand management system of Lviv-based Ukrainian confectionery manufacturer Svitoch made it possible to identify the key elements of the strategy for improving the brand management of confectionery enterprises: · event marketing; · team building (carrying out various activities for employees); · professional development of employees; · production of limited edition products with updated design and taste; · issue of seasonal novelties, gifts and holiday sets; · new packaging design; · high availability of goods at the outlets; · placing products only on branded shelves; · using of various positioning methods; · creating a digital strategy and publishing online announcements. In addition, these elements of brand management strategy will help coordinate employee engagement for achieving a common goal. Conclusions. In general, it can be argued that the Ukrainian confectionery sector is one of the most highly competitive areas in our country. Therefore, by adhering to the above strategy of improving the brand management of confectionery enterprises, it is possible to increase the competitiveness of the company. In our opinion, the findings and suggestions will help increase the efficiency of the brand management system at domestic enterprises.

As China’s electric vehicle (EV) market transitions from rapid growth to high-quality development, competition among brands is shifting from purely technological aspects to more holistic expressions involving spatial design and brand positioning. This study investigates the coupling mechanism between spatial aesthetics and brand positioning and its influence on consumer purchase intention. Drawing on Gibson’s theory of spatial aesthetics and the Technology Acceptance Model (TAM), we develop a theoretical framework that integrates perceived usefulness and perceived ease of use of spatial aesthetics with brand cognition. Empirical analysis is conducted using coupling coordination degree modeling and multiple regression, based on 1576 valid questionnaires collected from 4S dealerships of nine major EV brands in China. The results indicate that spatial aesthetic elements—such as environmental visual flow, invariance, and affordance—positively affect consumers’ perceptions of technology and brand recognition. Furthermore, the degree of coupling between spatial aesthetics and brand positioning perceptions significantly enhances purchase intention, particularly among consumers of safety-oriented and luxury EV models. These findings confirm the synergistic effect of spatial experience and brand strategy in shaping consumer behavior, enriching the theoretical understanding of EV consumer psychology and offering practical guidance for strategic decision-making in product design and brand communication.

This narrative review explores the evolution of brand communication strategies within the digital marketing ecosystem, emphasizing the growing significance of omnichannel approaches and emerging technologies in building consumer engagement and brand loyalty. The review aims to evaluate how integrated communication practices—especially those employing artificial intelligence (AI), data-driven personalization, and immersive technologies like virtual reality (VR)—redefine consumer-brand interactions. Literature was collected through comprehensive searches in Scopus and Google Scholar using a Boolean-based strategy with keywords such as "digital marketing," "social media," "brand communication," and "consumer engagement." Inclusion criteria focused on peer-reviewed studies from the past five years that investigated digital branding strategies in developed and developing contexts. Results indicate that omnichannel brand strategies significantly outperform single-channel approaches by offering cohesive, multi-platform experiences that enhance loyalty and trust. AI-based personalization tools and VR-enabled brand experiences deepen user engagement by tailoring communication and delivering authentic interactions. However, the literature also highlights significant disparities in digital capacity across regions, with ethical issues like greenwashing and data privacy violations undermining consumer trust. The findings suggest the need for policy-level interventions to promote sustainable, ethical, and inclusive brand communication. Stakeholders must align digital strategies with evolving consumer expectations and regulatory demands. Future research should explore the real-world efficacy of these tools and develop region-specific best practices to close the digital divide.

Schools are producers providing educational services. The products offered by schools must be able to attract the interest of consumers, namely parents and students, so that they can attend school there. Schools need to determine strategies to increase their competitiveness through institutional branding or imaging. One branding strategy that can be used is brand communication. This research aims to describe brand communication strategies in an effort to increase the number of new students at Ash-Shiddiiqi Jambi IT High School. This research is qualitative research with a descriptive approach. The data collection technique is through observation, interviews and documentation taken directly from informants, namely the principal, teachers, administration department, employees, students, parents and supervisors of Ash-Shiddiiqi Jambi IT High School. The data analysis technique used is through data reduction, data presentation and drawing conclusions. The results of research at Ash-Shiddiiqi IT High School show that Ash-Shiddiiqi IT High School uses brand communication internally and externally through school stakeholders, uses communication tools and carries out promotions. This strategy is reflected in the SMA IT Ash-Shiddiiqi brand tagline, namely Today's School, Qur'ani Generation, Achievement Generation.

Introduction. In the conditions of dynamic information space, strategic use of visual means, especially photographs, is of paramount importance for effective management of brand image. Photography, having a powerful potential, can both strengthen and undermine the reputation of the organization. Image is an integral element of brand communication with the target audience, so visual information plays a key role in this process, increasing the attractiveness and effectiveness of communication efforts. The purpose of the article: to analyze modern requirements for image photography and to outline its role in brand communication. Materials and methodology. The study is based on an analytical review of literary sources, including the works of domestic and foreign authors devoted to the influence of photography on communication. A comparative analysis of the requirements for modern photography and photos of past years, as well as an analysis of the use of photography in the communication strategy are applied. The empirical base included data from the Russian information and analytical portal e-Library, the international database Scopus and Web of Science (WoS), case studies of successful and unsuccessful brands, analysis of photographs in social networks and print media, as well as the author's personal experience. Results. Modern trends in photography were identified and analyzed, including the increasing role of naturalness, mobile photography, social networks and VR photography. A comparative analysis of the requirements for photographs used in brand communication in the modern digital environment and 20 years ago was conducted, demonstrating changes in technological aspects, distribution channels, consumer expectations and aesthetic preferences. Scientific novelty. The article systematizes modern requirements for image photography in the context of digital transformation, which allows for more effective use of visual tools for brand communication. Key factors determining the effectiveness of image photography in the context of active use of social networks and other online platforms were identified. Practical significance. The results of the study can be used by advertising and public relations specialists, image makers and marketers to develop effective strategies for visual brand communication. The article contains practical recommendations for the creation and use of image photographs that meet modern requirements and trends, which allows improving the perception of the brand by the target audience and increasing the effectiveness of communication campaigns.

The development of society proficiently acts as a sign of value creation for the formation of new communities and yields fruitful social arrangements. Usually, these communities are constructed through common concerns and shared values. This paper aimed to explore the role of brand relationship dimensions in the development and enrichment of brand community. The present study also analyzed what a brand community is and examined its importance in brand management. The significance of this research extended with providing a base for the understanding of the consumer - brand relationship, which acts as a crucial tool for the development and enhancement of a brand community. The approach involved the findings of the brand community construct roots and building an association between consumer brand relationship dimensions and brand community. The research focused on the modern concept of marketing domain that is brand community and providing an indepth theoretical base to comprehend the brand community construct with consumer brand relationship dimensions. Methodologically, this research tested the reliability and validity of all latent constructs of the study. The study performed multiple regression analysis to understand the role of brand relationship dimensions in the development and empowerment of a brand community. The results of the study confirmed that the brand relationship dimensions, including brand loyalty, brand attachment, and brand engagement positively affected the development and enhancement of brand community; however, the role of each dimension was found to be variable. The findings of this study provided significant implications to academicians and managers.

Purpose Actively promoting a brand as inclusive can backfire when it is seen as flaunting a socially conscious façade. One way marketers can authentically scale-up brand inclusion is to cultivate a strong dialogic relationship with the brand community. The purpose of this study is to explore how online brand communities (OBCs) can be used as a means for co-creating brand inclusion. Design/methodology/approach This research used a netnographic case study approach with two inclusive brands with robust OBCs. Data collection for this case-based project combined observation, field notes and in-depth interview methods with OBC members. Findings Findings revealed that brands can foster inclusion by 1) cultivating consumer belongingness and equality in the brand community, and 2) amplifying acceptance and unique consumer voices within the brand community, which in turn 3) empowers otherwise marginalized consumers to feel seen and lean in to active membership in the brand community. Best practices for cultivating consumer belongingness and equality includes: 1) intentional inclusion, 2) language neutralization and 3) diverse representation. Amplifying acceptance and the unique perspectives of consumers may be accomplished through dialogic interaction and relationship-building between the brand and the brand community and include: 1) forging relationships through co-creation, 2) rewarding creativity and novel ideas in product ideation and crowdsourcing initiatives and 3) strategizing co-branding and ambassador partnerships. Research limitations/implications Our research focused on how brand communities can be used to scale up inclusivity. Research should continue to investigate brand inclusivity initiatives within the changing political landscape. This research was conducted before the extensive backlash against diversity, equity and inclusion as well as the emergence of counter movements like Stop W.O.K.E. or the executive order that focuses on ending radical and wasteful government diversity, equity and inclusion programs and preferencing. Practical implications One important lesson that the authors underscore in their research is that trivializing important social matters can have important and significant consequences. Marketers must think deeply about their messages and who those messages are impacting. Marketers must rebuild trust with consumers if inclusions efforts have gone awry. Our research points to OBCs as a starting point, but further research needs to build on ways marketers can attract a wider range of consumers without being overly reliant on mere representation. Social implications Inclusive marketing resonates with consumers and meets a need for feeling included in the marketplace. Crafting thoughtful and powerful inclusive advertising is beneficial; however, our study suggests that messaging must be grounded in authentic inclusiveness. Companies should carefully consider the ethical concerns related to inclusive advertising. When inclusiveness efforts are inauthentic, insensitive, unclear or misrepresented to consumers, there is potential for significant consumer backlash. Originality/value They propose that when brands engage in inclusion practices, previously marginalized consumers are empowered to show up as active members of the brand community, thereby authentically conveying brand inclusivity. They extend brand community practice to broaden the lens of what constitutes community engagement with a diverse group of consumers, and they contribute to the extant literature by illustrating that a viable inclusive brand strategy could involve co-creating with OBC members to authentically showcase the commitment to diversity and inclusion.

Aim of the article. The purpose of the article is to reveal the system of brand management implementation in fashion companies and to develop a plan to create a brand management department in such companies. Analyses results. The style and basic principles of brand management should be based on the company's activities and technologies that should be used in brand management and communication strategy with the target audience. Based on this information, we have a functional structure for the implementation of brand management in the company, as well as areas of responsibility of the company's employees working in this area. Brand management is a comprehensive regular management of building and improving the brand, which is carried out at all stages of its development. To effectively manage a company's brand, it is necessary to determine the core value of a particular brand and broadcast it to the target audience. If a brand is a set of values and attributes, then branding is a specific step that a company takes to express its individuality. Branding is how a company manages the perception of a brand by consumers. Brand management can be considered in three directions: a) scientific basis - a system of scientific knowledge that includes the theoretical basis and methodological practice of the world's leading companies in the field of brand management and branding; b) corporate brand management - reflects the corporate vision of the company's mission, its culture and management style. An important area of corporate brand management is the development of corporate identification programs, which achieve the company's recognition in the market, provides a high level of consumer awareness of brands and develops customer loyalty; c) the process of brand management (branding) - aimed at developing the appropriate personality. Branding includes several basic areas, namely: organizational component (formation of a team, unit and consolidation of functions under the relevant management); market research; development of the brand concept; lanning of marketing programs for brand development; organization and marketing activities management. Based on the specifics of the scope of activities of companies engaged in fashion, and the functionality needed to implement brand management in this type of enterprise, recommendations were developed for the structure of the brand management department in companies and areas of responsibility of employees, their tasks and responsibilities. The flows and sources of information, the process of its processing and the mechanisms of interaction of responsible persons within the department responsible for the brand management process are considered. Conclusions and directions for further research. Drawing conclusions, we can say the following. Creating a strong brand and implementing brand management in the company is now a necessity for any company. And in order for brand management and its promotion on the market to be successful, the company must create an appropriate organizational structure based on the specific goals of the company and the tasks set before the brand. The formation of the structure of the brand management department of the organization directly depends on the scope of the company, its scale, the characteristics of the target audience of the brand, the need for physical outlets or the company's focus on work in e-commerce. The article presents developments on the typical structuring of the brand management department at enterprises operating in the fashion industry. Depending on the factors listed above, the structure can be adapted to the needs of a company in this area. It should also be noted that with the development of technology and the emergence of new channels of communication, such a structure will be constantly changing, adapting to modern realities. Keywords: brand management, branding, enterprises, fashion industry

This chapter explores the positive advertising and brands with conscience to generate engagement with the consumer. In recent years, it has been observed how brands are developing though their advertising and marketing strategies, positive messages in which the brand is placed close to the consumer according to their interests and lifestyles. Brands, products, and services offer happiness as the main buying advantage, either implicitly or explicitly, to thrill, to reach to the consumer´s heart, to get involved with their expectations of life or to working values according to the happiness as well-being, security, or optimism. However, it is not the same kind of happiness that we see in brand strategies. On the one hand, there are a range of advertising discourses that follow the hedonistic happiness paradigm. This is, advertising strategies in which to choose the product or service increases the happiness of the consumer. This has been the traditional and abundant current in advertising and many authors have called the “advertising of happiness,” where it seeks to generate a positive association between feeling good and consumption of products, to have or long for what we want. But on the other hand, there is another current way of treating happiness and it is when there are positive brand discourses that transmit positive values following the eudaimonic happiness paradigm. In this case we are before a positive advertising, which it is working values such as well-being in society, security, calm, sharing with others, possibilities, or personal strengths. In this way, brands are like people, with their own identity and conscience, very far from the individual sphere focused on hedonism and the success that promoted advertising strategies in the past. For that very reason, the main objective of this chapter is to research the positive brand communication from the two paradigms using a sample of advertising speeches of different brands and with the methodology of content analysis.

This article has three main objectives. Our first is to turn to sport as a particularly illuminating and revealing example of consumer culture in the making. Marketplace logic suffuses consumer culture, and exploring practices of fandom as performed thus becomes particularly revealing of the tensions and contradictions which are thrown up when passions collide with finance and branding strategies. Our second objective is to mobilise this insight to further research on brand communities through better situating social practices as entangled in this heady nexus of passions, power and cultural politics. Through a netnographic analysis of forum posts from Celtic Football Club’s notorious ‘Green Brigade’ ultras-style fan-group, we focus on how such social formations forge counter-identities, which act not in harmony with the larger brand ethos but serve to legitimate and affirm a counter-philosophy. As such, our final objective is to better understand the roles of brand agitator and brand heretic as key roles within this contested social formation. Fandom as dramatic ritual and social drama brings in its wake contradictions and tensions especially when it goes toe-to-toe with the forces of economics, branding and marketing strategy. Here, a counter-brand community as we reveal mobilises marketplace logic and appears to adopt their own practices of mimicking brand strategising for their own ends, or as they assert, ‘Let the people sing’.