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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”.

Ksenija MiļčaE-pasts: ksenija.milca@eka.edu.lv

 

 

 

 

 

 

 

 

 

 
  

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CONFORMITY WITH THE OBJECTIVES SET OUT IN THE NATIONAL+ STRATEGIC DOCUMENTS

 

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

 

Other activities:

 

COLLABORATION WITH INDUSTRY & ACADEMIA & PUBLIC SECTOR & NGOs

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Activities

         
         

 

 

 

 

 

 

 

LECTURE ON "GREEN HUMAN RESOURCE MANAGEMENT"

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As part of the ERASMUS+ program, Dr. Amvrosios Prodromou, a professor from CTL EUROCOLLEGE (Limassol, Cyprus), visited the EKA University of Applied Sciences at the beginning of February 2025. Dr. Prodromou...

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CLARITY BOOTCAMP

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17.12.2024.

The 2nd year students of the study programme "Marketing" together with Erasmus+ students visited the company "TET".. The visit took place in the framework of the study course "Marketing planning", so...

“GREENING THE FUTURE"

13.12.2024.

Webinar "Supporting the Green and Digital Transitions in Education and Training: Greening the Future". On December 12, 2024, EKA University of Applied Sciences, in collaboration with the European Digital...

EKA VISIT TO GEORGIA

09.12.2024.

EKA Delegation Visit to Georgia: International Experience Exchange and Strengthening Academic Ties. From November 6 to 12, a delegation from the University of Economics and Culture (EKA), including the...

CHANGES TO WORKING HOURS

29.11.2024.

Please be informed that EKA University will be closed from 23 December 2024 to 2 January 2025 (inclusive).. The University will reopen on 3 January 2025 according to the normal working schedule.. Merry...

WEBINAR “EXPLORING DIGITAL GREEN EDUCATION”

15.11.2024.

European Digital Learning Network (www.dlearn.eu) and EKA University of Applied Sciences (www.augstskola.lv, Riga, Latvia) invite you to participate in the webinar: “Supporting the green and digital...

CHANGES TO WORKING HOURS

13.11.2024.

EKA is closed on 18 November.. Let’s celebrate together the 106th anniversary of the proclamation of the Republic of Latvia!.

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