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Products brand marketing strategy based on environmental friendliness agricultural innovation: China-Ukraine’s case

cris.lastimport.scopus2024-09-18T01:30:25Z
dc.abstract.enThis 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.
dc.affiliationAdministracji i Nauk Społecznych
dc.contributor.authorK Prokopenko
dc.contributor.authorR Liang
dc.contributor.authorK Bliumska-Danko
dc.contributor.authorArtem Artyukhov
dc.contributor.authorOleksandr Dluhopolskyi
dc.date.accessioned2024-04-09T11:21:28Z
dc.date.available2024-04-09T11:21:28Z
dc.date.issued2023
dc.description.abstract<jats:title>Abstract</jats:title> <jats:p>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.</jats:p>
dc.identifier.doi10.1088/1755-1315/1126/1/012019
dc.identifier.issn1755-1307
dc.identifier.issn1755-1315
dc.identifier.urihttps://repo.akademiawsei.eu/handle/item/171
dc.languageen
dc.pbn.affiliationeconomics and finance
dc.relation.ispartofIOP Conference Series: Earth and Environmental Science
dc.rightsCC-BY
dc.subject.enproducts brand marketing
dc.subject.enbrand marketing
dc.subject.enenvironment
dc.titleProducts brand marketing strategy based on environmental friendliness agricultural innovation: China-Ukraine’s case
dc.typeReviewArticle
dspace.entity.typePublication
oaire.citation.issue1
oaire.citation.volume1126