Marketing research of consumers' perception of the Tula Gingerbread brand

 Download PDF | Downloads: 19

Journal paper

Creative Economy ^{(РИНЦ, ВАК)}
опубликовать статью | оформить подписку

Volume 17, Number 10 (October 2023)

Citation:

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=54773118

Abstract:
The article presents the results of the analysis of factors and parameters of consumers' perception of the Tula Gingerbread brand. The authors conducted a marketing study of brand mentions in social media using the social media monitoring and analysis system and online media Brand Analytics. The authors identified the main factors of brand perception and evaluated the conditions that support its popularity and relevance. The article concretizes the concept of brand perception and identifies its key factors. The parameters of consumers' perception of the Tula Gingerbread brand within the selected time period are analyzed; the main characteristics of the target audience are identified. Consumer reactions to the marketing strategy of promoting the Tula Gingerbread brand are considered. Using data from the Brand Analytics platform, structured data on the composition of the brand's target audience, its preferred communication channels, expectations and the level of brand perception were obtained and interpreted.

Keywords: marketing, marketing research, marketing analysis, brand management, brand perception, consumer behavior, marketing communication channels, marketing communications in Social Media, Brand Analytics platform

JEL-classification: M31, L66, M37

References:

Страница обновлена: 04.05.2025 в 22:23:47