Modeling the design of marketing research of the brands’ social responsibility

Liubov Vasylyshyna and Kateryna Yahelska
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Liubov Vasylyshyna: State University of Trade and Economics
Kateryna Yahelska: State University of Trade and Economics

Technology audit and production reserves, 2024, vol. 3, issue 4(77), 21-24

Abstract: The object of the research is the brands’ social responsibility. The process of marketing research on the brands’ social responsibility is considered. The phenomenon of brands’ social responsibility has been studied and the need for a detailed study of its directions has been proven. The influence of socially responsible actions of brands on increasing their level of awareness and loyalty is substantiated. Trends in the development of brands’ social responsibility at the current stage have been determined. It has been established that the brands’ social responsibility is related to environmental initiatives, social justice, ethical responsibility, sponsorship and charity, economic responsibility, and the implementation of innovations. The directions of brands’ social responsibility are characterized on the example of companies Johnson&Johnson, Google and Coca-Cola, which are primarily related to environmental initiatives. The most popular areas of brands’ social responsibility have been established by means of a survey, which gives grounds for asserting the priority of environmental initiatives, sponsorship and charity. Attention is focused on the role of marketing research in the brands’ social responsibility. The main types of marketing research design are characterized – exploratory, evaluative and reproducible. A structural model of marketing research on the brands’ social responsibility is proposed. This model takes into account all stages of the process of researching the brands’ social responsibility – from the conditions for the implementation of social initiatives to the formation of the strategy of brands’ social responsibility. The practical value of the proposed model of marketing research on the brands’ social responsibility will allow to study social initiatives more deeply and in detail and choose the most priority ones. This, in turn, will create prerequisites for increasing brand loyalty and forming an effective communication strategy.

Keywords: marketing research; brand social responsibility; communication strategy; company image; consumer behavior (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:baq:taprar:v:3:y:2024:i:4:p:21-24

DOI: 10.15587/2706-5448.2024.307653

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