Products brand marketing strategy based on environmental friendliness agricultural innovation: China-Ukraine’s case
Ładowanie...
Data
2023
Inny tytuł
Typ
Artykuł recenzyjny
Redaktor
dc.contributor.advisor
Dyscyplina PBN
Ekonomia i finanse
Czasopismo lub seria
IOP Conference Series: Earth and Environmental Science
ISSN
1755-1307
1755-1315
1755-1315
ISBN
DOI
10.1088/1755-1315/1126/1/012019
Strona internetowa
Wydawca
Wydawca
Wydanie
Numer
Strony od-do
Tytuł monografii
item.page.defence
Tytuł tomu
Opis
Rodzaj licencji
Abstrakt (en)
This research focuses on the influence of modern agricultural innovation on brand strategy, analysing the trends and characteristics of modern agricultural innovation in Ukraine and China, describe differences between countries. The situation in agriculture show – the same background of enterprises can have different results with profit or loss. Therefore, important to establish a commitment of customers to build an agricultural products brand marketing strategy and, as result, increase the profitability of the enterprise. Analyses the development trend of modern agricultural innovation, the characteristics of modern agricultural innovation, and the status of agricultural product brand marketing using literary analysis and case analysis methods, explains the impact of modern agricultural innovation on agricultural product brand marketing, and proposes agricultural product brand marketing strategies for building a good reputation for the brand. A model of the dependence of the purchase intention of consumers of agricultural products on the environmental friendliness of the brand is proposed, which is based on the analysis of the direct effect of public awareness of the environmental friendliness of the brand on the intention of consumers to purchase the products of an agricultural enterprise and the mediating effect of trust in the brand on the intention of the consumer to purchase the products of an agricultural enterprise.