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

Author

Listed:
  • Liubov Vasylyshyna

    (State University of Trade and Economics)

  • Kateryna Yahelska

    (State University of Trade and Economics)

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.

Suggested Citation

  • Liubov Vasylyshyna & Kateryna Yahelska, 2024. "Modeling the design of marketing research of the brands’ social responsibility," Technology audit and production reserves, PC TECHNOLOGY CENTER, vol. 3(4(77)), pages 21-24, June.
    • Handle: RePEc:baq:taprar:v:3:y:2024:i:4:p:21-24
    DOI: 10.15587/2706-5448.2024.307653
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    References listed on IDEAS

    as
    1. Mobin Fatma & Imran Khan, 2023. "Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(3), pages 1-10, February.
    2. Joana Araújo & Inês Veiga Pereira & José Duarte Santos, 2023. "The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction," Administrative Sciences, MDPI, vol. 13(5), pages 1-16, April.
    3. Kateryna Yahelska & Liubov Vasylyshyna & Yevhen Shkurov, 2023. "Development of information and communication technologies to study consumer behavior in the process of brand management," Eastern-European Journal of Enterprise Technologies, PC TECHNOLOGY CENTER, vol. 3(13(123)), pages 34-41, June.
    Full references (including those not matched with items on IDEAS)

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