Кафедра маркетингу

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Emotional marketing in the strategy of ensuring brand competitiveness based on responsible consumption
(Луцьк : Вежа-Друк, 2025-01-23) Kuzmаk, Oleh
Introduction. 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.
GREEN TECHNOLOGIES AND MARKETING: OVERCOMING COMMUNICATION BARRIERS IN A SECTORAL CONTEXT
(Луцьк : ЛНТУ, 2025) Kuzmаk, Oleh
Матеріали конференції охоплюють актуальні тенденції, виклики та перспективи розвитку маркетингового менеджменту в умовах формування інформаційного суспільства. У публікаціях розглядаються практичні аспекти застосування маркетингового інструментарію в цифровій економіці, особливості впровадження концепції сталого маркетингу, розвиток міжнародного маркетингу в контексті євроінтеграційних процесів, а також шляхи вдосконалення інформаційних технологій у різних секторах економіки.
Governance aspect of ESG in Lutsk National Technical University during the war
(Riga : Baltija, 2025-03-04) Kuzmak, Olena; Kuzmаk, Oleh
This section examines the ESG management aspect using the example of Lutsk National Technical University under martial law. It analyzes key management challenges, adaptation mechanisms, and strategic decisions that ensured institutional stability, continuity of the educational process, preservation of scientific potential, and fulfillment of the university’s social responsibility. Particular attention is paid to academic management, internal quality assurance systems, human resource management, international cooperation, and volunteering. The study demonstrates that integrating ESG principles into the university’s governance model has become an effective basis for strengthening the resilience, competitiveness, and public trust in higher education institutions during wartime.
Financial Compliance in Wartime: Challenges, Risks, and Adaptation Mechanisms
(Тернопіль : Університетська думка, 2025-11-06) Kuzmak, Olena; Kuzmаk, Oleh
Financial compliance plays a key role in ensuring the economic security of the state, the stability of the banking system, and reducing the level of financial crimes. Under martial law in Ukraine, the challenges in the ¿eld of financial compliance have become significantly exacerbated, as the risks of financial crimes, corruption, money laundering, fraud, and illegal financing have increased. The analysis showed that in 2022, cases of money laundering in the amount of more than UAH 20 billion were recorded in Ukraine, as well as a significant increase in financial fraud schemes. At the same time, international experience indicates the need to strengthen digital control and integration into global financial monitoring systems. In response to the threats, the government expanded sanction mechanisms and introduced stricter requirements for financial institutions. According to the results of the study, in 2022, attempts to legalize income of more than 20 billion hryvnias were detected. Compliance functions are actively implemented in sectors such as communications and telecommunications, pharmaceuticals, IT, and retail. The research proves that despite significant progress in strengthening control, there are problems with circumvention schemes, insufficient integration into global anti-corruption systems, and risks of misuse of international aid. Further development of financial compliance should be based on strengthening international cooperation, automating regulatory procedures, and implementing best practices for digital control of financial flows. Financial compliance in Ukraine during the war balances between strict control and the need to support the economy. Ukraine is implementing international standards, adapting financial regulation to crisis conditions, and developing FinTech solutions to ensure stability. In the future, it is necessary to further strengthen control over international financial flows and digital assets.
INDUSTRY MARKETING IN TIMES OF TRANSFORMATION: BEHAVIOR PATTERNS, CULTURAL DIFFERENCES AND DIGITAL TRENDS
(Київ : Києво-Могилянська академія, 2025) Kuzmаk, Oleh
Матеріали підготовлені за такою науковою проблематикою: новітні парадигми розвитку менеджменту та маркетингу; стратегічний менеджмент і маркетинг в умовах змін; інновації та підприємництво як основа економічного зростання країни; сучасні стратегії та інструментарій управління персоналом; тренди інноваційно-інвестиційного розвитку бізнесу в умовах економіки відновлення; корпоративна культура та соціальна відповідальність бізнесу в умовах трансформацій; логістичний та проєктний менеджмент: інструментарій сучасності; менеджмент міжнародного бізнесу в умовах економіки відновлення; Digital-маркетинг; цифрові інструменти ефективного функціонування бізнесу
Greenwashing as a Challenge to Sustainable Development: Impact on Business Competitiveness
(Вінниця : ВНТУ, 2025) Kuzmаk, Oleh; Kuzmak, Olena
The article explores the phenomenon of greenwashing as a threat to sustainable development and business competitiveness. It analyzes the main causes, consequences, and modern approaches to preventing ecological manipulation. Special attention is given to innovative technologies' role in ensuring environmental initiatives' transparency.
Financial compliance as a tool to ensure the sustainable development of business in the digital economy
(Вінниця : ВНТУ, 2025) Kuzmаk, Oleh; Kuzmak, Olena
The article examines financial compliance as a key instrument for ensuring sustainable business development in the digital economy. It explores the increasing regulatory requirements, the role of ESG criteria, and the impact of financial process digitalization on compliance mechanisms. Special attention is given to the role of automated compliance tools, artificial intelligence, and RegTech solutions in enhancing transparency, mitigating financial risks, and improving corporate governance. The study highlights the importance of integrating compliance systems with financial monitoring and risk management processes to strengthen business resilience and long-term competitiveness.
Innovative mechanisms for regulating the social welfare of refugees: demographic collapse or sustainable development
(Barcelona, 2025-02-28) Kuzmаk, Oleh; Polinkevych, Oksana; Kuzmak, Olena; Kamiński, Ryszard
The economy of Ukraine during the period of war experienced significant losses not only economic but also social, environmental, and informational. As a result, difficulties arise, and an imbalance is formed in the development of its structural elements. Due to the sharp increase in the outflow of human resources from Ukraine, it is on the brink of demographic collapse, which may lead to the disruption of development processes. Before the war, there was a significant population decline in Ukraine, and migration exacerbated the demographic crisis by more than 9 million people. Considering the fact that only 10% of refugees return to the country, such a situation has a destructive impact on achieving sustainable development goals. One of the tools that would contribute to achieving sustainable development goals through establishing constructive dialogue between business, government, education, and society is the construction of innovative mechanisms for regulating the social welfare of refugees. They are capable of ensuring the recovery of Ukraine’s economy, preventing demographic collapse, and ensuring the sustainable development of society. The purpose of the research is to develop mechanisms for regulating the social welfare of refugees on innovative principles. The research tasks include assessing the demographic situation in Ukraine, analyzing the level of migration before and after the war, studying the level of social welfare, determining the components of innovative mechanisms for regulating business social welfare, and the stages of their implementation. Based on this, conclusions are drawn that Ukraine has exhausted the potential for demographic growth, with a low share of the working-age population, high mortality among adults, significant migration flows, uneven population distribution across the country, and a worsening environmental situation. With the deepening of these processes, the Ukrainian economy faces demographic collapse rather than achieving sustainable development goals. One of the ways to prevent demographic collapse is to develop measures that would increase the level of social welfare. It is proposed that innovative mechanisms be used to regulate the social welfare of refugees. They rely on innovations in business, regulatory, administrative, social, and informational mechanisms for regulating social welfare. Seven stages of implementing innovative mechanisms have been identified, based on choosing the optimal strategy for improving the welfare of refugees in terms of labor, non-material, material, natural, and informational resources.
BEHAVIORAL TRAPS IN SUSTAINABLE BUSINESS MANAGEMENT: A MARKETING DIMENSION
(Луцьк : Вежа-Друк, 2025-10-31) Kuzmаk, Oleh
Introduction. In the contemporary context of globalization, energy transitions, and climate challenges, business organizations face increasing pressure to translate declarative sustainable development principles into actionable corporate practices. Despite the growing adoption of international reporting standards, such as ISSB and CSRD, the effectiveness of ESG strategies is often constrained by managerial behavioral factors and cognitive biases. Understanding these behavioral barriers is critical for enhancing the efficiency of sustainability initiatives and aligning them with corporate marketing objectives. The purpose of the article. This study aims to identify the key behavioral traps that influence the implementation of sustainable business strategies and to examine their implications within the marketing context of corporate management. The focus is on how cognitive biases and decision-making patterns hinder the adoption of ESG initiatives, affecting both organizational performance and stakeholder trust. Methods. The research is grounded in a comprehensive review of contemporary scientific literature, international regulatory frameworks, and corporate sustainability cases. Methodologically, the study employs systematization, content analysis, comparative assessment, and structural-functional analysis. This integrated approach enables the identification of cognitive biases and managerial practices embedded in marketing communications, which serve as behavioral barriers to the effective implementation of ESG programs. Results. The findings reveal that several behavioral traps are prevalent in corporate decision-making, including status quo bias, short-termism, the attitude-behavior gap, moral licensing, herd behavior, and ethical blindness. These traps reduce firms’ readiness for innovative transformations, slow down the adoption of green technologies, and undermine stakeholders’ confidence in ESG reporting. To mitigate these barriers, the study proposes a set of strategic instruments: transition roadmaps, long-term incentives for managers, transparent communication mechanisms, the cultivation of a culture of responsibility, and the application of behavioral economics principles in marketing strategies. Conclusions. Behavioral traps constitute hidden risks to sustainable business development that cannot be fully addressed through regulatory compliance alone. Effective management requires the integration of institutional and behavioral approaches, enabling companies to enhance the performance of ESG strategies, strengthen stakeholder trust, and secure sustainable competitiveness. The study highlights the critical role of marketing-oriented behavioral interventions in overcoming psychological and organizational constraints, thus fostering more resilient and socially responsible business practices.
Financial compliance as a driver of customer loyalty and sustainable development in the digital economy
(Острог : НаУОА, 2025-09) Kuzmak, Olena; Kuzmаk, Oleh
In the digital economy, financial compliance is transforming from a formal regulatory instrument into a strategic resource that fosters customer loyalty and sustainable development. The relevance of this study is driven by the strengthening of international standards (GDPR, AML, ESG), the growing role of FinTech and RegTech, and the increasing need for companies to enhance transparency and customer trust. The purpose of the article is to analyze financial compliance as a driver of customer loyalty and sustainable development in the context of digitalization. The objectives include examining the role of RegTech solutions, the integration of ESG principles, and their impact on corporate reputation and competitiveness. The research is based on the analysis of academic literature, empirical data, consulting reports (KPMG, The Business Research Company), and case studies of international and Ukrainian financial institutions (N26, PrivatBank, ING). A systemic approach is applied to assess the interrelation between compliance, technologies, and customer experience. Financial compliance, supported by RegTech technologies (AI, blockchain), reduces data processing time by 40-50% and increases customer loyalty by 60% through the optimization of KYC/AML procedures. The integration of ESG principles contributes to a 20% reduction in customer complaints and growth in NPS (e.g., ING: +4-10 points). Practical cases confirm that compliance strengthens corporate reputation and competitiveness. Financial compliance in the digital economy is not only a tool for regulatory conformity but also a strategic resource that builds trust, transparency, and business sustainability. It is recommended to integrate compliance into marketing strategies to strengthen competitive positioning. Future research prospects include the development of methodologies for assessing the impact of compliance on customer loyalty and the analysis of industry-specific differences in its implementation.

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