Strategic Brand Management in the Market

Mazaraki, Anatolii; Tarasiuk, Mykhailo; Solonenko, Yuliia; Galenko, Oksana; Lysyniuk, Maryna; Fayvishenko, Diana

doi:10.25115/eea.v39i5.4829

Cited by 4 publications

(5 citation statements)

References 6 publications

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“…promotional activities) but also through long-term ones aimed at enhancing the value of their brands. To obtain high levels of brand equity, the brewing firms need to realize a careful process of brand management to ensure that the brand image perceived by their consumers coincides as much as possible with that desired at the company level (Mazaraki et al, 2021). Notably, this process could be implemented by exploiting those variables investigated within this study that showed a significant and positive impact on brand equity.…”

Section: Managerial Implicationsmentioning

confidence: 99%

“…From this perspective, brand equity represents the “differential effect that knowing the brand name has on customer response to the product and its marketing” (Kotler and Armstrong, 2010, p. 260). Therefore, a careful process of brand management becomes crucial for firms since it allows to make sure that the brand image perceived by consumers coincides as much as possible with that desired at the company level (Mazaraki et al. , 2021).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Managing brand equity in the brewing sector

Francioni

Curina

Hegner

et al. 2022

BFJ

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PurposeThe paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector.Design/methodology/approachA quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers.FindingsResults corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE.Research limitations/implicationsAlthough the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable.Practical implicationsThe study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes.Originality/valueThe paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.

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Section: Managerial Implicationsmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Managing brand equity in the brewing sector

Francioni

Curina

Hegner

et al. 2022

BFJ

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“…The researchers from the UAE (Arnaut et al, 2023) study shadowing in terms of its impact on the energy market, because the shadow economy covers all types of activities outside the formal economy. Activities in the shadow economy are mostly hidden from tax officials and regulators, and the existence of the shadow economy is likely to influence energy conservation and carbon reduction policies (Mazaraki et al, 2021;Tiutiunyk et al, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of the Shadow Economy on the Reduction of Tax Revenues to the State Budget

Bak,

Kalyta,

Tarashchenko

et al. 2024

ФКДПТП

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The aim of the study was to assess and analyse the shadowing of the national economy, as well as to determine the impact of its shadowing on the reduction of tax revenues to the state budget. The research employed general scientific, economic, and mathematical assessment methods, such as regression analysis, correlation analysis, interval forecasts, as well as econometric models of Lacko's household electricity approach, as well as modelling of the shadowing level using the multiple indicators-multiple-causes (MIMIC) model. The calculations and analysis gave grounds to determine the level of the shadow economy of Ukraine based on the state statistics of shadowing trends. There is currently an upward trend estimated to be 37.1% of GDP in 2022 compared with international data, which indicates a rapid growth of the shadow economy from 27% in 2019 to 44% in 2022. An alternative method of assessing the shadowing level was proposed in order to level the peculiarities of calculating the level of shadowing of the economy. According to the calculations, it was 43% in 2022. It was determined that the rapid growth of the shadow economy is an indicator of a reduction in tax revenues, especially in 2022 — by almost 8%. The correlation analysis proved that the increased shadowing level is an indicator of the reduction of tax revenues to the budget of Ukraine. The conducted analysis has certain limitations, therefore it is advisable to further test the hypothesis regarding the indicator of tax revenue reduction on a larger range of data and to apply an alternative method of assessing the shadowing level for developed economies, such as the countries of the European Union (EU).

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“…Sources: Sobotkiewicz, 2020;Caramidaru & Ionica, 2021;Mazaraki et al, 2021;Recabarren-Domínguez et al, 2022 Command and control approach. Its use is rather limited since it is used for simple one-time actions performed by one person as a rule.…”

Section: Figure 1 Approaches To Managing An Organizationmentioning

confidence: 99%

Management of Educational Projects on the Example of Accreditation of Educational Programs

Kichuk¹,

Lesina²,

Levytska³

et al. 2022

JCT

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The article is devoted to testing the research hypothesis: project management increases the efficiency of managerial decision-making in educational institutions. The authors studied the theoretical and methodological foundations of effective management of educational projects, which confirmed the theoretical possibility of substantiating the hypothesis, namely: they learned, in general, what is the difference between project management and the traditional approach, studied the criteria for the effectiveness of project management, examined and clearly presented approaches to managing an organization, determining principles of the project approach in education and presented the process of designing educational activities. In the study, the authors used both general scientific and specific methods. As an empirical confirmation of the hypothesis, the introduction of project management by educational projects is shown in the example of passing accreditation. For clarity, the authors presented the stages of the project and the Gantt theorem for clarity of its implementation. The experiment showed the effectiveness of the use of educational project management.

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Strategic Brand Management in the Market

Cited by 4 publications

References 6 publications

Managing brand equity in the brewing sector

Managing brand equity in the brewing sector

The Impact of the Shadow Economy on the Reduction of Tax Revenues to the State Budget

Management of Educational Projects on the Example of Accreditation of Educational Programs

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