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Item type:Наукова стаття, Emotional marketing in the strategy of ensuring brand competitiveness based on responsible consumption(Луцьк : Вежа-Друк, 2025-01-23) Kuzmаk, OlehIntroduction. The growing demand for socially responsible brands and the transformation of consumer decision-making highlight the increasing role of emotions in shaping sustainable behavior. However, the mechanisms by which emotional marketing converts declarative sustainability intentions into concrete responsible actions and strengthens brand competitiveness remain insufficiently conceptualized, particularly in conditions of societal crisis and wartime disruptions. The purpose of the article. The purpose of the article is to substantiate the strategic role of emotional marketing in ensuring long-term brand competitiveness through responsible consumption, by developing a conceptual model of how emotional influence transforms into sustainable behavioral outcomes and identifying the determinants of the effective use of emotional triggers in value-driven brand communications. Methods. The methodological framework relies on interdisciplinary and systemic approaches integrating marketing, behavioral economics, consumer psychology, and sustainability research. The study employs systematic analysis and synthesis of scientific literature (over 70 sources, 2015-2025), comparative analysis of rational and value-oriented marketing approaches, conceptual modeling, content analysis of communications and CSR practices of leading global and Ukrainian brands (Patagonia, IKEA, Dove, Nescafé, Nova Poshta, Monobank, Atlas United, etc.), as well as analysis of secondary data from international research and consulting agencies (Deloitte, Kantar, Edelman, Capgemini, Gradus Research, etc.). Results. A conceptual model titled “Emotional Mechanisms of Forming Responsible Consumption” (Fig. 1) has been developed, which illustrates the cyclical transition from emotional triggers through cognitive processing and trust formation to repeated responsible behavior and competitive advantage. Positive and negative emotional triggers are systematized according to their impact strength, communication tools, behavioral outcomes, and implementation risks (Tables 1 and 2). Authenticity, transparency, and contextual relevance are substantiated as critical determinants of effectiveness and key factors preventing greenwashing perception, emotional fatigue, or consumer skepticism. Conclusions. Emotional marketing serves as a central mechanism bridging sustainability awareness and actual responsible consumer behavior. It transforms into a source of sustainable competitive advantage only when emotionally charged communications are reinforced by genuine, socially impactful brand actions that build deep trust and value-based loyalty, especially in high-uncertainty and crisis environments. The findings provide a scientific foundation for designing evidence-based, emotionally authentic branding strategies focused on long-term market resilience.