Increase Consumer Loyalty Research Articles

An order allocation methodology based on customer repurchase motivation drivers using blockchain technology

In the e-commerce market, the cost of customer acquisition continues to rise. One of the main profits for e-commerce companies comes from repurchase; therefore, increasing customer’s repurchase motivation can effectively increase profits. One of purposes of customer relationship management (CRM) is to protect and increase consumer loyalty through proper order allocation for e-commerce platforms. This paper presents a new repurchase motivation-driven, bi-level scheme of order allocation methodology with the aid of blockchain technology. Blockchain technology is used to integrate multiple platforms into a single platform to make allocation decisions for different consumer groups. Order allocation rules with low, medium, and high repurchase motivation drivers are constructed for different consumer groups classified by blockchain to improve consumer loyalty. This study found that the consumer group of low repurchase motivation drivers (LRMD) can be reformulated as an order allocation problem with linear time complexity. In the case of high repurchase motivation drivers (HRMD) and medium repurchase motivation drivers (MRMD), an improved simulated annealing (SA) algorithm with linear time complexity is used to solve NP-hard allocation problems. Thus, cost minimization schemes of order allocation are formed by using flexible allocation rules for e-commerce platforms with blockchain technology. Robustness checking is also designed by strengthening the constraints on repurchase motivation drivers (RMD) to prove the validity of theoretical findings.

THE EFFECT OF SERVICE QUALITY AND PRICE ON CONSUMER LOYALTY IN USING GO-JEK SERVICES

This study aims to analyze how the influence of service quality and price on consumer loyalty in using Go-Jek services (Study on consumers in Medan City using the Go-Jek application). The effect of the related variables, namely service quality and price, will be carried out partially and simultaneously on increasing consumer loyalty. This research uses quantitative research with an associative approach. Sampling using purposive sampling technique using 100 respondents as the research sample. Primary data in this study was obtained from distributing questionnaires through google form, and secondary data obtained through literature study. The analytical method used is validity test, classical assumption test, reliability test, multiple linear regression analysis and hypothesis testing. The results showed that the service quality variable (X1) and the price variable (X2) partially had a significant effect on consumer loyalty (Y). Based on the coefficient of determination test, the R2 value is 0.441, which means the influence of service quality and price on consumer loyalty in using Go-Jek services in Medan City is 44.1% while the remaining 54.9% is influenced by other factors beyond this study.

Strategi Bisnis UMKM Berbasis E-Commerce Pada Online Shop Adiva Shakila

Digital transformation is an urgency for micro, small and medium enterprises (MSMEs) in facing global challenges. The benefits of digital transformation through the application of e-commerce include entering the global market, increasing productivity and efficiency. Adiva Shakila Perlengkapan Bhayangkari dan Organisasi (ASPBO) is an e-commerce-based MSME that experienced a decline in profits throughout 2020 and 2021. The purpose of this study is to analyze the factors that affect the decline in APSBO performance, formulate business strategies that are in accordance with the external and internal environment ASPBO, and determine priority strategies that can be implemented by ASPBO. The selection of respondents was carried out using the purposive sampling method with the assumption that the respondent's knowledge of the object of study. The analytical tools used in this research are internal factor evaluation, external factor evaluation, strength weakness opportunity threat, and quantitative strategic planning matrix. The results of this study indicated that social restrictions are the main threat, the unemployment rate in the textile and textile product industry is the main opportunity, a good reputation is the main strength, and the disruption of product supply is the main weakness. The results also showed that there are four strategy formulations with the first priority, namely empowering the surrounding community who have expertise in the garment sector as an alternative supplier, the second priority is the evaluation and efficiency of business activities, the third priority is sales promotion through the provision of discounts and online advertising, and the fourth priority. namely increasing consumer loyalty. Keywords: e-commerce, MSMEs, QSPM, strategy formulation, SWOT

СПОЖИВАЦЬКА ЛОЯЛЬНІСТЬ ЯК МАРКЕР ЕФЕКТИВНОСТІ СТРАХОВОГО БІЗНЕСУ В УМОВАХ ДІДЖИТАЛІЗАЦІЇ СТРАХОВОГО РИНКУ

Introduction. The deep dissemination of information technologies into all spheres of social life, including economic life, was caused by fundamental changes in the marketing environment due to the introduction of the latest tools and approaches in the formation of relationships with customers. Insurance companies are no exception in this matter, and they consider, first of all, the use of digitization processes in most business processes as a driver of their development, in particular, when maintaining the client portfolio. By the way, the latter has always been in the center of attention of insurers, and not only in conditions of widespread digitalization of the company's business processes. The purpose. The purpose of the article is to research the development of digital insurance services and identify the set of business processes of an insurance company to ensure consumer loyalty in the conditions of digitalization of the insurance business. Results. The article examines the current level of Internet use and the latest communication channels and proves that the digitalization of the main sectors of the economy will lead to the transformation of the business model of the functioning of insurance companies. Differences between digital insurance services and traditional ones are systematized based on: time availability; service format; service provision environment; level of confidentiality; office interaction; operating costs. It is well-founded that digital insurance services and the growing individualization of customer preferences will form a loyal consumer. A set of business processes of the insurance company (sales and after-sales service; settlement of losses; marketing and marketing communications; data analysis; IT support; legal and organizational support) was formed within the framework of the consumer loyalty program in order to ensure the efficiency of the insurance business. The main directions of increasing consumer loyalty in the conditions of digitalization of the insurance market are proposed. Conclusions. So, the latest technological solutions and the modern world are mutually complementary components, therefore those insurers who actively implement innovative solutions to increase the efficiency of their activities and maximize income will have rapid and sustainable development. Continuous improvement is the life philosophy of any insurance company that seeks to function successfully in a risky environment. In this aspect, consumer loyalty in the conditions of insurance market digitalization is characterized by greater significance compared to the traditional format of the organization of the insurance business. At the same time, the loyalty of the existing client base is a powerful competitive advantage and a guarantee of the effectiveness of the insurance business.

Consideration of standardization as a system management tool for electronic commerce enterprises

The object of the research is standardization as a system management tool. One of the most problematic areas of this topic is that the use of standardization in the system management of e-commerce enterprises is characterized by an insufficient degree of efficiency. The study used the general scientific principles of a systematic approach and logical modeling of standardization processes on the example of Ukrainian e-commerce enterprises, the methodology of scientific theories, knowledge, problem setting and hypothesis formation. And also a system-target approach was used, a dialectical-logical method, which made it possible to analyze the system management of Ukrainian e-commerce enterprises for compliance with the requirements of the standards. The work uses the necessary set of scientific research methods, including such methods as comparison, generalization, hierarchy building, classification, modeling based on deduction, as well as multivariate analysis. It has been established that standardization will allow achieving the optimal degree of orderliness in the field of e-commerce by fixing the norms, rules and terminology in the form of a regulatory document that has legal force. This is due to the fact that the proposed analysis of the standardization process can become a tool for building an effective business process management system, in particular, at domestic e-commerce enterprises. Creation of prerequisites for the unification of approaches to the organization of processes at e-commerce enterprises and the formation of a sequence of managerial decision-making will improve the culture of doing business and competition in this market segment. Considering the legal nature of the standard as a document intended for general and repeated use, it can be assumed that this will facilitate the transition of traditional trade enterprises to the digital format, will contribute to the formation of more transparent business processes in e-commerce enterprises. Compared to similar well-known approaches, this will increase consumer loyalty to e-commerce and improve the level of protection of their rights and interests.

Dampak Pandemi Covid19 terhadap Usaha Kurir Lokal di Kota Samarinda

The Covid-19 Pandemic has had an impact on various business sectors, one of them is in the field of courier services. This research aims to determine the impact of Covid-19 pandemic on the income of local couriers in Samarinda. The method used in this research is a qualitative method using descriptive analytical approach, verification, and exploratory. This research is also supported by library research. The type of data used is primary data and secondary data. During the Covid-19 pandemic, the income of local courier in the city of Samarinda has decreased. This is due to consumer concerns about the transmission of Covid-19 virus through couriers, The existence of PPKM policy that makes it difficult for couriers to be free to do their activities, as well as MSMEs that are empty of buyers, and competitiveness between couriers. In 2020 the decrease reached 70% from 2019. While in 2021 it began to increase by 30% from 2020. The decrease in income during the pandemic was responded by local courier businesses in the city of Samarinda by lowering shipping cost, increasing online promotions, especially in implementing health protocols to stop the spread of Covid19 virus through couriers, as well as increasing consumer loyalty.

A Hybrid SEM-Neural Network Modeling of Quality of M-Commerce Services under the Impact of the COVID-19 Pandemic

The research purpose is to contribute to the understanding of the COVID-19 pandemic impact on the intensification of commercial transactions on the mobile channel (m-commerce) and to identify the most significant factors that act on consumer behavior based on the development of a conceptual model to establish the influence of m-commerce service quality on customer satisfaction and loyalty. The data were collected through a survey addressed to customers who, during 2021–2022, made at least one purchase through m-commerce. The analysis was performed with SPSS Statistics and Amos software, using a hybrid approach: Structural Equation Modeling (SEM) and Artificial Neural Network (ANN). The research results confirm the hypotheses presented in this study. Both models identified the quality of services offered by m-commerce, satisfaction, and trust as determining factors for increasing consumer loyalty in virtual commerce. The novelty of this study consists of an interconnected analysis model of some variables specific to mobile commerce, which have not been used in this combination in the specialized literature. This research can be the basis of other research studies. In addition, it provides valuable results for the business environment (forecasts) and customers by obtaining improved, personalized, and secure commerce services.

Service Quality Strategy Based On Sustainable Marketing To Increase Consumer Loyalty To Msmes In Rural

Many MSMEs have been disadvantaged during the Covid-19 pandemic, so MSMEs are required to be creative and independent. MSME actors must understand the service quality strategy properly and correctly based on sustainable marketing. Where it emphasizes socially and environmentally responsible marketing activities to be able to meet the needs of consumers and business people so as to optimize sales turnover during the pandemic. The implementation of a service quality strategy based on sustainable marketing will increase consumer loyalty, while maintaining customer loyalty, sales turnover will be optimal. The aim of this research is to determine a Service Quality Strategy Based on Sustainable Marketing to Increase Consumer Loyalty to MSMEs. The data analysis tools used are Importance-Performance Analysis, Cause-and-Effect Diagram (Fish Bone Diagram), Formulation of Service Quality Strategy Based on Sustainable Marketing using SWOT analysis. The strategy used to increase customer loyalty is first, the SO strategy consists of improving service quality and research and development. Second, the W-O strategy consists of raising capital, promoting, and developing the quality of human resources. Third, the ST Strategy consists of optimizing services. Fourth, the WT strategy consists of community development, cooperation with suppliers and other MSMEs.

PENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN SUPERMARKET UD. RATNA SUMBAWA BESAR

This study aims to determine the effect of the marketing mix on consumer loyalty at UD. Ratna Sumbawa Besar Supermarket. This type of research is associative research to determine the effect of product, price, promotion and location on consumer loyalty at UD. Ratna Sumbawa Besar Supermarket. The type of data used is quantitative data obtained from primary sources. The primary data sources in this study are consumers who have visited and made purchases at UD. Ratna Sumbawa Besar Supermarkets more than once, totaling 50 people. Data were collected through questionnaires and analyzed using multiple linear regression analysis techniques, t test (partial), f test (simultaneous) and coefficient of determination test (R2). The results showed that product, price, promotion and location had a positive and significant effect on consumer loyalty at UD. Ratna Sumbawa Besar Supermarkets, either partially or simultaneously. That is, the better the product, price, promotion and location will have an impact on increasing consumer loyalty. The effect of product, price, promotion and location on consumer loyalty at UD. Ratna Sumbawa Besar Supermarket is 87.9%, while the remaining 12.1% is influenced by other variables outside this research model, such as discounts, public relations and others.

Strategi Pemasaran Jamu Wedang Uwuh di Home Industri Dikafit Kabupaten Sukoharjo

The pandemic period impacts the economy in Indonesia, including small and medium enterprises. One of the Micro, Small and Medium Enterprises that can still maintain its existence is the herbal medicine industry. Dikafit is a micro and small business that has been affected by the pandemic, so it needs a strategy to be able to survive. Identifying internal and external factors to determine Dikafit's position and strategic priorities can be applied to the marketing of Dikafit's wedhang uwuh herbs.The basic method used is descriptive qualitative. The research location was determined purposively (intentionally) at Home Industry Dikafit Sukoharjo. The types of data used are primary and secondary data. Data collection techniques by interview, observation, documentation, and literature study. Data analysis methods used are internal and external factors, IFE and EFE matrices, IE matrix, SWOT matrix, and QSPM matrix. The results showed that (1) the internal factor of the main strength was the chemical free product, while for its weakness the distribution area was still limited. The foremost external factor is high consumer loyalty, while the threat is unstable political stability. (2) The resulting alternative strategies (a) maintain prices and improve product quality to increase consumer loyalty, (b) maintain the image of the industry, (c) increase the ability to cope with seasonal changes, (d) provide training and assistance in the form of tools production, (e) seeking and maintaining good relationships with new distributors and suppliers, (f) utilizing government policies to take part and provide training for human resources to better master the broad market and the ability and skills to create products, (g) build and develop with distributors and suppliers to increase production capacity. (3) The priority of the marketing strategy is to build and develop with distributors and suppliers to increase production capacity.

PROMOTION OF PRODUCTS SALES AS A WAY TO OVERCOME THE COMMUNICATION GAP IN THE RELATIONSHIP BETWEEN RETAILERS AND CONSUMERS

The article defines that a system of sales promotion, aimed at revitalization customer’s behavior at the points of sale, is an important assignment of managing their marketing activities. The practical experience of Ukrainian retailers has been explored and the list of sales promotion measures that were effective in Ukrainian retailing is determined. The importance of compliance with existing legislation and business ethics in the formation of sales promotion program is justified. A comparative analysis of the implementation of the marketing event “Black Friday” by its attributes in the United States and Ukraine has been conducted. It is determined that in Ukraine unscrupulous marketing practice of local stores and Ukrainian brands is taking place by misleading the most rational consumers. Recommendations for domestic retailers on the formation of goals of promotion of products sales and maintaining or increase consumer loyalty to local domestic brands have been developed. The urgency of overcoming the communication gap in the relationship between producers (sellers) on the one hand, and consumers – on the other is justified, because the communication gap sometimes reaches such a pitch that the reaction of buyers is getting negative not only in relation to a particular local domestic brand, but also to all similar actions of all the retailers.

THE INFLUENCE OF CONTENT MARKETING AND SOCIAL MEDIA MARKETING TOWARD ONLINE SHOP CUSTOMER LOYALITY AT TOKOPEDIA CUSTOMER IN SAM RATULANGI UNIVERSITY

The purpose of this study was to examine the effect of content marketing and social media marketing on consumer loyalty online shop Tokopedia. This research is quantitative, especially research in the field of marketing management by conducting data surveys in the form of primary data. Data collection is done online using Google Form. The population in this study is the generation of students at the University of Sam Ratulangi Manado. Sampling by purposive sampling, with a total sample of 100 respondents. Data analysis was in the form of validity and reliability tests, research instrument testing, hypothesis testing and multiple linear regression analysis with the SPSS program. The results showed that simultaneously content marketing and social media marketing had a positive and significant effect on consumer loyalty. Likewise, individually, content marketing and social media marketing have a positive and significant effect on increasing consumer loyalty for Tokopedia's online shop, especially for students at Sam Ratulangi University, Manado. The Tokopedia online store startup company needs to pay attention to the factors that have an impact on increasing consumer loyalty, in this case, content marketing and also social media marketing.

Marketing Mix Strategy in Increasing Customer Loyalty CV. Elmira Productions

This study discusses how the Marketing Mix Strategy in Increasing Customer Loyalty at CV. Elmira Productions. This study aims to determine the marketing strategy implemented by CV Elmira Production through marketing mix and SWOT analysis in increasing consumer loyalty. The subject of this research is the owner of CV Elmira Production. Data collection techniques carried out by researchers were interviews and documentation directly to the business owner. Besides that, there is additional data from reading books and also other sources related to the research title. The data obtained from the results of data collection are then analyzed using SWOT analysis to find out what are the Strengths, Weaknesses, Opportunities, as well as threats from the marketing strategy undertaken by the company. In addition, the results of the SWOT analysis research are shown by the Cartesian diagram calculation results that CV. Elmira Production is in quadrant I, which is aggressive with the implementation of a Growth Oriented Strategy which is a very profitable situation for the company. Where, the company has the power so that it can take advantage of existing opportunities.

Consumer Behavior in the Process of Buying Fashion Products: a Study of Generational Differences in Terms of Shopping Channel Preferences

Objective - The main objective of the present study was to investigate, using a sample of 486 Slovak consumers, whether there are differences between Generations X, Y, and Z in how often they use single-channel and cross-channel shopping during the process of buying fashion products. Methodology/Technique - As it turned out, consumers of all generations, regardless of differences, have adopted the innovative online way of shopping due to the development of new technologies, and they seem to be very willing to combine it with the traditional one during the shopping process. Applying the Kruskal Wallis test and boxplots showed that significant differences were measured between Generation X and Y, between Generation X and Z, but not between Generation Y and Z. Findings - Therefore, the results of the analysis suggest that the oldest generation of consumers (Generation X), achieves the lowest frequency in terms of the purchase journey in the mode of searching and at the same time buying fashion products via the internet. The research with its findings contributes to the current literature on the general understanding of consumer behavior from the perspective of single-channel and cross-channel shopping. Novelty - Understanding which shopping channels are preferred by consumers leads to improved consumer trust, increased consumer loyalty, and also increased conversion rate, thus creating more significant sales opportunities for retailers. In light of the ever-changing market environment and the development of new technologies, the results can also be beneficial for retailers, as it is essential to monitor the purchase journey and consumer behaviour continuously. Type of Paper - Empirical Keywords: Consumer Behavior; Shopping Channel; Cross-Channel; Showrooming; Webrooming. JEL Classification: M30, M31, M37.

The Impact of Sensory Experience on the Buying Behavior of Coffee Shop Visitors in Indonesia

Discussions about coffee shops usually concern the visitors, who obtain a sensory experience of the surroundings. Generally, several marketing management activities in these shops focus on the art and science aspects involved in choosing target markets. This research focuses on the factors that influence customers to visit a specific coffee shop based on their sensory experience and emotions. The primary data collection was via distributing structured questionnaires to respondents directly or through online media. The findings indicated that sensory experience influences positive and negative emotions, as well as behavioral intentions. Positive and negative emotions were also shown to affect behavioral intentions. Coffee shop owners must focus on designing every aspect of the sensory atmosphere offered by their business to provide an excellent customer experience. As a result, visitors will be eager to return, their buying behavior will improve, leading to increased consumer loyalty.

Pengaruh Harga, Produk dan Lokasi Terhadap Loyalitas Konsumen Melalui Undang-Undang Perlindungan Konsumen Pada CV. Triple Delapan Group

Consumer loyalty are influenced by price, product and location factors. Companies must have competitive prices, have quality products and have a strategic location in other can be increased consumer loyalty. Price is the amount of money that has been agreed upon by prospective buyers and sellers to be exchanged for goods or services in a business transaction. Products are all things that can fulfill and satisfy human needs or desires, both tangible and intangible. Location is one of the initial activities that must be carried out before the company starts operating determining the right location will affect the company's ability to serve consumers. Consumer loyalty is a consumer's commitment to a product or service by making routine purchases more than twice. Prices that can be reached by consumers, products that are in accordance with their benefits and a location located in the city center will increase consumer loyalty. The purpose of this study was to determine or analyze the effect of price, product and location towards consumer loyalty at CV. Triple Delapan Group Medan. This research was conducted at CV. Triple Delapan Group Medan. The type of research used is descriptive quantitative research. The results showed that price, product and location had a positive and significant effect both partially and simultaneously towards consumer loyalty at CV. Triple Delapan Group Medan. The adjusted R square value of 90.7% indicates that the variable ability of price (X1), product (X2) and location (X3) affects consumer loyalty (Y) at CV. Triple Delapan Group Medan while the remaining 9.3% is the influence of other independent variables that are not explained or not examined by researchers in this study such as promotion, service quality or consumer purchase interest variables.

Consumer Shopping Motive Identification: Study of Webrooming vs. Showrooming

Although several researchers have already addressed the issue of channel preferences, the issue of webrooming and showrooming is still insufficiently researched. Therefore, based on the theoretical framework of the three-dimensional structure of the perception of smart shopping, the main goal of this research was to research which shopping motives lead consumers to prefer individual shopping channels (webrooming vs. showrooming). The research was conducted on a sample of 486 Slovak consumers and focused on a homogeneous category of fashion products. In general, given the sample of respondents and the nature of the selected fashion products, the shopping preferences favoured webrooming over showrooming, indicating that consumers prefer to search for product information online and then make purchases in brick-and-mortar stores. However, the differences between purchasing channels are statistically significant, given the individual purchasing motives. Thus, the results suggest that consumers who wish to save time in the purchasing process prefer webrooming and those motivated to save money and feel that they are making the right shopping decision prefer showrooming. However, webrooming and showrooming prove that this multichannel trend is strong and is likely to continue to grow, which may also result in a change in consumer behaviour. Today, consumers lead much more time-consuming lives and therefore appreciate and expect an efficient, smooth, and customized shopping process that covers multiple channels. The presented research contributes to expanding the theoretical knowledge base in terms of the use of shopping channels. The findings of this research could be useful also for businesses, as a better integration across channels might bring about consumer confidence, increase consumer loyalty and conversion rates, and increase sales opportunities. This paper presents the discussion of findings, the limits of this research, and the proposal for future research.

МАРКЕТИНГОВІ ІНСТРУМЕНТИ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ВИРОБНИКІВ ПАНЧІШНО-ШКАРПЕТКОВИХ ВИРОБІВ НА РИНКУ

The hosiery market in Ukraine is one of the most dynamic consumer goods markets, the demand for which is seasonal. It was established that there is no clear trend in demand changes. Ukrainian hosiery manufacturers are actively implementing new technologies, which allow them to export part of their products to European countries, the USA, Canada and others. It has been investigated that the largest manufacturers of hosiery products in Ukraine are Duna-Vesta LLC, Novomoskovsk Knitwear Factory, Zhytomyr Hosiery Factory JSC "Ukraine", Kharkiv Hosiery Factory LLC. Socks occupy a significant share in the total production and consumption of hosiery products. The enterprise's competitiveness in the market largely depends on how effectively it satisfies the needs of consumers. A survey of consumers of sock products was conducted, and it was established that the majority of respondents use socks to protect against the external environment and ensure foot hygiene. According to respondents, the most important characteristics of socks include product quality, product composition, color scheme, durability of socks, and price. When buying socks, respondents prefer retail chains and Internet stores, although about 50% of respondents also bought them in branded stores. Only 16.7% of respondents follow novelties in the hosiery market. Taking into account the obtained results, it is possible to single out such primary tools for increasing the competitiveness of domestic manufacturers of hosiery products on the market as improving the quality of goods, optimizing the product range, first of all, updating it taking into account the specific needs of various market segments, forming a flexible pricing policy, increasing brand recognition, expanding the sales networks and activation of sales promotion measures. To generate demand for new products, manufacturers need to promote them, using primarily sales promotion measures with a long-term effect, that is, those that increase consumer loyalty and promote the implementation of viral marketing. To expand the sales network of domestic manufacturers of hosiery products, it is advisable to use the opportunities of domestic marketplaces, which will allow them to get guaranteed traffic, quick access to the target audience, increase sales volumes, and reduce costs for personnel, traffic and data analytics.

The Effect of Sharia Trust and Compliance on Consumer Loyalty through Commitment and Customer Intimacy in PT Bank Aceh Sharia

This study aims to examine the effect of trust and sharia compliance on consumer loyalty through commitment and customer intimacy at PT Bank Aceh Syariah Operational Headquarters (BAS-KPO). The population is all BAS-KPO customers, totaling 300,078 customers. The sample was determined using a simple random sampling technique so that a total sample of 260 people was obtained. The measurement scale used is the Likert Summarated Rating Scale. The research model was analyzed using SEM-AMOS statistical equipment. The test results prove that trust and sharia compliance affect commitment, customer intimacy, and consumer loyalty; Trust, sharia compliance, commitment, and customer intimacy affect consumer loyalty; and commitment and customer intimacy partially mediate the effect of trust and sharia compliance on BAS-KPO consumer loyalty. This finding reveals that the model of increasing consumer loyalty in BAS-KPO is a function of increasing trust, sharia compliance, commitment, and customer intimacy. These findings prove that this research model can be the basis for the development of further research models, and for practical references, especially research subjects to review their strategies.

Роль логотипа в актуализации визуальной выразительности бренда

Background. Brand perception and consumer loyalty studies have a special interdisciplinary status, where both economic comprehension of the studied problems and social and psychological reVection of consumer behavior are important to form any predictions. Researchers emphasize that a successful brand has a rich clear identity in communication with the consumer, which can be reVected through stable associations with the company. It is worth noting that the studied phenomenon has a complex multidimensional structure, where the logo is one of the components. Objective. We paper attempts to explore the perception of brands through qualitative methods. We tasks are to identify and analyze consumers’ associations with them, as well as to describe the criteria revealing the visual expressiveness of the brand, on the one hand, and the ways to increase consumer loyalty through changes in the company logo, on the other hand. Sample. We study involved 12 people aged 22 to 24 years. Due to the purpose of the study, sampling involved no criteria for awareness of the selected brands or experience in using their products. Method. We empirical study was carried out in several steps. At the preparatory stage of work, an incentive material was formed, consisting of 15 brand logos of diXerent categories. When choosing stimulus material, two criteria were met, including the presence of images that are not related to brand’s products on the logo, and diversity in price categories and trademark areas. Data collection was carried out in the framework of a semi-structured interview with the use of associative techniques. We received submissions were categorized and interpreted in terms of thematic analysis. At the next stage, the elements of logos, according to which subjects evaluated the visual expressiveness of the brand, were identiYed. Results. We most attractive in terms of visual expressiveness logos were identiYed, thematic categories of associations about the brands under study were identiYed and interpreted. As a result, criteria for the visual expressiveness of the brand were formed and practical recommendations to promote consumer loyalty were proposed. Conclusion. We chosen research strategy allowed us to analyze in detail the various elements of the logos and, as a result, describe the criteria that reVect visual expressiveness of the brand. We most important criteria are: consistency in the elements of the presented logo and the correspondence of the logo and its elements to visual images that are used by the brand in marketing strategies to promote the product.