title: ÐÐ»Ð¸ÑÐ½Ð¸Ðµ Ð¸Ð¼Ð¸Ð´Ð¶Ð° ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: The influence of socially responsible brand image on consumer behavior
Creators: name: ÐÐ°Ð»ÐºÐ¸Ð½Ð°, Ð¢Ð°ÑÑÑÐ½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: Ð¸Ð¼Ð¸Ð´Ð¶ Ð±ÑÐµÐ½Ð´Ð°
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹
brand image
social advertising
socially responsible brand
consumer behavior

description: Ð¦ÐµÐ»Ñ ÑÐ°Ð±Ð¾ÑÑ: Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¸Ð¼Ð¸Ð´Ð¶Ð° ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°, ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¿Ð¾ÑÑÐµÐ´ÑÑÐ²Ð¾Ð¼ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ, Ð½Ð° Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹. ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. Ð£ÑÐ¾ÑÐ½Ð¸ÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«Ð¸Ð¼Ð¸Ð´Ð¶ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°Â» Ð¸ Â«ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°Â». 2. ÐÐ¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ ÑÐ¾Ð»Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ð¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð±ÑÐµÐ½Ð´Ð°. 3. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ Ð¸Ð¼Ð¸Ð´Ð¶Ð° ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹. 4. ÐÐ¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ, Ð²Ð»Ð¸ÑÐµÑ Ð»Ð¸ Ð¸Ð¼Ð¸Ð´Ð¶ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° Ð¿ÑÐ¸Ð½ÑÑÐ¸Ðµ ÑÐµÑÐµÐ½Ð¸Ñ Ð¾ Ð¿Ð¾ÐºÑÐ¿ÐºÐµ. 5. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ°. 6. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÑ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð±ÑÐµÐ½Ð´Ð°. ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ ÑÐµÐ¼Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° ÑÐ°ÑÑÑÑÐ¸Ð¼ Ð¸Ð½ÑÐµÑÐµÑÐ¾Ð¼ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ðº ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐ¼ Ð²Ð¾Ð¿ÑÐ¾ÑÐ°Ð¼, ÑÑÐ¾ Ð´ÐµÐ»Ð°ÐµÑ Ð¸Ñ Ð±Ð¾Ð»ÐµÐµ Ð²Ð¾ÑÐ¿ÑÐ¸Ð¸Ð¼ÑÐ¸Ð²ÑÐ¼Ð¸ Ðº Ð±ÑÐµÐ½Ð´Ð°Ð¼, ÑÐ°Ð·Ð´ÐµÐ»ÑÑÑÐ¸Ð¼ ÑÑÐ¸ ÑÐµÐ½Ð½Ð¾ÑÑÐ¸. ÐÑÐ¾Ð¼Ðµ ÑÐ¾Ð³Ð¾, Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð¶ÑÑÑÐºÐ¾Ð¹ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ, ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ðµ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð²Ð½Ð¾Ð³Ð¾ Ð¸Ð¼Ð¸Ð´Ð¶Ð° ÑÐµÑÐµÐ· ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÐºÐ»Ð°Ð¼Ñ ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²ÑÐµÑ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð¸ ÑÐ´ÐµÑÐ¶Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹. Ð ÑÐ°Ð¼ÐºÐ°Ñ ÑÐ°Ð±Ð¾ÑÑ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹, ÑÑÐ°Ð»ÐºÐ¸Ð²Ð°ÑÑÐ¸ÑÑÑ Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ð¾Ð¹ Ð±ÑÐµÐ½Ð´Ð¾Ð². Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¼ÐµÑÐ¾Ð´Ð¸ÐºÐ° Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð², Ð° ÑÐ°ÐºÐ¶Ðµ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð´Ð»Ñ ÑÐ°Ð·Ð½ÑÑ Ð³ÑÑÐ¿Ð¿ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹.
description: The goal of the work is to study the influence of the image of a socially responsible brand, formed through social advertising, on consumer behavior. The following tasks were solved: 1. Clarify the concepts of socially responsible brand image and social advertising. 2. Determine the role of social advertising in forming a socially responsible brand image. 3. Investigate the influence of the image of a socially responsible brand on consumer behavior. 4. Determine whether the image of a socially responsible brand influences the purchase decision. 5. Develop recommendations for creating social content. 6. Develop a methodology for evaluating the effectiveness of a brands social advertising. The relevance of the topic is due to the growing interest of consumers in social issues, which makes them more receptive to brands that share these values. In addition, in the face of fierce competition in the market, creating a positive image through social advertising helps attract and retain consumers. As part of the work, an analysis of consumers who encounter social advertising of brands was performed. A methodology for assessing the effectiveness of social advertising of brands has been developed, and recommendations for creating social content for different consumer groups have been proposed.