BRAND IDENTITY AND BRAND VALUE CREATION
The international, interdisciplinary research group “Brand Identity and Brand Value Creation” is focused on exploring the key factors that drive the creation, development, and management of brand identities and their value in a competitive global market. This group examines the intricate relationships between branding, consumer behavior, marketing strategies, and cultural narratives, providing insights into how brands build trust, loyalty, and perceived value among stakeholders.
The research delves into both the strategic and emotional aspects of branding, addressing challenges such as digital transformation, brand differentiation, and the integration of social responsibility. With an emphasis on innovation and sustainability, the group aims to influence branding practices and contribute to scholarly discourse by producing impactful research on emerging trends and brand management strategies, benefiting businesses and academia alike.
The research direction "Brand Identity and Brand Value Creation" is primarily related to SDG 9 “Industry, Innovation, and Infrastructure”. Additionally, it is connected to SDG 12: “Responsible Consumption and Production”.
RESEARCH TEAM
Research coordinator: Mg. art., Assistant Professor Ksenija Miļča, director of the study programs “Interior Design”, “Brand Design”.
E-pasts: ksenija.milca@eka.edu.lv
Researchers
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CONFORMITY WITH THE OBJECTIVES SET OUT IN THE NATIONAL+ STRATEGIC DOCUMENTS
- National Development Plan - NAP2027. Priority: Business Competitiveness and Material Well-being”, Direction: Productivity, innovation and export https://www.mk.gov.lv/en/media/15165/download?attachment.
- Tehnoloģiju un inovāciju attīstības politika 2021-2027 https://likumi.lv/ta/en/en/id/322468-regarding-guidelines-for-science-technology-development-and-novation-20212027
- Latvian ME “Science, technology development and innovation guidelines for 2021-2027” 2nd sub-goal. Increase innovation capacity, social and economic value of knowledge and research https://polsis.mk.gov.lv/documents/7053
OUTCOMES
Research papers:
- Linina, I., Vevere, V., Zvirgzdina, R. (2023). Strategy Development for use of Influencers in Communication of Small and Medium-Sized Enterprises (SMEs) with Consumers. WSEAS Transactions on Business and Economics, 20, pp. 1607-1614 https://doi.org/10.37394/23207.2023.20.141 SCOPUS
- Vevere, V., Singh, K., & Linina, I. (2024, June). Framework for enhancing customer loyalty of telecommunication companies in India: a case of reliance jio infocomm Ltd. In ENVIRONMENT. TECHNOLOGIES. RESOURCES. Proceedings of the International Scientific and Practical Conference (Vol. 2, pp. 303-309). SCOPUS
- Linina, I., Vevere, V., Zvirgzdina, R. (2022). Evaluation of the use of influencers for the development of consumer satisfaction in the Baltic consumer goods market. 4th International Conference on Advanced Research Methods and Analytics (CARMA2022). Valencia: Universitat Politecnica de Valencia, 129137. DOI: http://dx.doi.org/10.4995/CARMA2022.2022.15071
- Linina, I., Zvirgzdina, R., & Vevere, V. (2022). Ensuring consumer satisfaction with chatbots in the Baltic states. In: Proceedings of the International Scientific Conference “Business and Management 2022”, May 12-13, 2022, Vilnius, Lithuania, 511-516. DOI: https://doi.org/10.3846/bm.2022.733
- Zafran, M., Vevere, V. (2021). The influence of retail services and selling behaviors on customer’s satisfaction, trust and loyalty intentions in retail industry of Pakistan, Acta Prosperitatis, 12, 203-221.
- Sina, I., Sannikova, A., & bin Sajjad, F. (2020). Brand of European Higher Education Institution as a Key Factor for Foreign Students. Marketing and Management of Innovations, 3, 181-194. http://doi.org/10.21272/mmi.2020.3-13 WOS:000576279200013
- Liniņa, I., Vēvere, V., Zvirgzdiņa, R. (2019). Necessity of customer loyalty formation and its peculiarities in the telecommunication services. Vide. Tehnoloģija. Resursi. XII Starptautiskās zinātniski praktiskās konferences materiāli, 2019.g. 20.-22.jūnijā. Rēzeknes Tehnoloģiju Akadēmija. pp. 142-146. SCOPUS
Master theses:
- 2024. Diāna Garā. Improving the brand experience and developing the visual identity of the OZO figure skating club brand.
- 2024. Madara Lenša. Creating the brand of the company SIA “Atmospheres studio”.
- 2024. Aija Sebre. Emotional brand communication using visual storytelling: creating a campaign for the brand “Dizaina klubs”.
- 2024. A branding framework to develop a unified brand identity for DAO (Decentralized Autonomous Organization)
Related projects:
RESEARCH DISSEMINATION & IMPACT
- Ksenija Miļča. Participation in Latvijas Radio 3 programme “Kāpēc dizains?” (Why design?)” https://klasika.lsm.lv/lv/raksts/kapec-dizains/digitalas-speles-undizains.a186382/
Other activities:
COLLABORATION WITH INDUSTRY & ACADEMIA & PUBLIC SECTOR & NGOs
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