Formation Of Loyalty Research Articles

How do social cues from other passengers affect word-of-mouth and intention to continue using bus services? A second-order SEM approach

Word-of-mouth (WOM) and intention to continue use (ICU) are the two critical components of customer loyalty towards a particular service. There has been a large body of research investigating the effect of determinants on the loyalty formation of public transport passengers. However, the impact of social cues from other passengers, which are part of the social environment, have received less attention. This study developed a theoretical model to examine the complex relationships among the cues from other passengers, perceived security and safety, perceived value, WOM and ICU. Cues from other passengers involved three dimensions: similarity, physical appearance, and suitable behaviour. These three dimensions were measured using a formative approach in structural equation modelling (SEM). Additionally, the moderating effects of demographic characteristics on the formation of public transport passenger behaviours were explored by multi-group SEM. The model was empirically tested using data collected from more than 870 bus passengers in two big cities in Vietnam (Ho Chi Minh and Danang city). The results showed that social cues from other passengers have a strong predictive power over the WOM and ICU of bus passengers. The study successfully demonstrated the critical role of demographic characteristics as moderators on loyalty formation. The findings reported in the present investigation provide several theoretical and practical implications.

Antecedents of Domestic Tourists’ Loyalty: The Role of Place Attachment and Satisfaction

Place attachment is conceptualized as a multidimensional construct reflecting the bond between individuals and places. Tourists may also develop an attachment to a destination, and attachment could be an essential measure of tourist satisfaction and destination loyalty. Therefore, this study empirically evaluates a model linking place attachment, satisfaction, and destination loyalty. The study also analyses the mediating effect of satisfaction on the relationship between place attachment and destination loyalty in island tourism destination context. Data were collected from 311 domestic tourists visiting Bozcaada Island, Turkey. An analysis was carried out using a Partial Least Squares (PLS) technique through structural equation modelling to test the theoretical model. After the analysis, significant and positive relationships were determined between place attachment, satisfaction, and destination loyalty variables. With this research, place attachment and satisfaction are defined as the antecedents that have an important place in the formation of destination loyalty. The relations of these antecedents with each other and destination loyalty and their direct and indirect effects on the construction of loyalty are revealed. In line with these effects, a series of suggestions for literature and practice are presented.

Pengaruh Gaya Hidup, Lingkungan Fisik, dan Persepsi Harga terhadap Loyalitas Pelanggan Lottemart

Retail business is a form of business that is increasingly popular among the public. Traditional retail business began to develop into a retail business that is processed with a more modern system. One of the retail businesses in Indonesia is Lotte Mart. Retail business in Indonesia continues to grow so that market competition emerges to increase customer loyalty. This study was conducted to determine the effect of lifestyle, physical environment, and price perception on customer loyalty. The population determined in this study are Lotte Mart customers who are in Surabaya City and Sidoarjo Regency. Researchers get 100 respondents obtained by purposive sampling technique. The data obtained through the questionnaire responses will be analyzed using multiple linear regression. The results of the study show that lifestyle has an influence on the formation of customer loyalty. In addition, customer loyalty is also influenced by the physical environment. Price perception has been shown to have a significant effect on customer loyalty.

Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium

This research is devoted to the determinants of green branding in the agro-sphere. The existence of competition between regular and green brands in the agricultural sector has necessitated the determination of the degree of influence of green branding on the formation of consumer loyalty in order to understand the effectiveness and feasibility of such practices among agricultural producers. Previous research in the study of green branding has not focused on the factors studied influencing the level of consumption of organic products or the factors influencing the size of the price premium for green brands. In this study, the influence of green branding on the loyalty of consumers of the eco-market was determined on the basis of a comparison of integrated indicators of satisfaction and importance of the regular brand and green brands by an expert survey of 250 respondents in five supermarkets in Kyiv (Ukraine). In the example comparing the coefficients of consumer loyalty of eggs of the eco-brand and the regular brand, it was found that the rate of consumer loyalty to the eco-brand exceeded the rate of consumer loyalty to the regular brand by 3%. It was established that the size of the price premium of a green brand is determined by such factors as consumer loyalty, availability of organic certificates, costs of green advertising, additional cost of organic products, average profitability of the industry, and average income of consumers. Based on cluster and discriminant analysis, green brands were divided into three levels of price premium: “high”, “medium”, and “low.” Discriminant equations for each cluster according to the level of price premium were constructed. Such equations make it possible to assign a new object of analysis (a new brand) to a certain classificational price category. The current study proves the feasibility and economic and statistical validity of the impact of green branding on consumer loyalty in the agricultural sector. The study has significant implications for brand management by providing empirical evidence that can improve brand managers’ strategic decisions in determining the level of price premium.

Assessing the impact of perceptions of hygiene on tourists' attitudinal loyalty to ethnic food

PurposeExamining the influence of ethnic food tourists' perception of hygiene on their attitudinal loyalty formation is the purpose of this study. Specifically, How to demonstrate touristsʼ perception of ethnic food hygiene is the key question, and moreover, the study also investigates whether and how the stages of attitudinal loyalty in this study, which are perceived authenticity, positive emotion, and perceived value, are illustrated in this mechanism and are affected by tourist perceptions of hygiene?Design/methodology/approachBy engaging in the critical debate around the topic of hygiene perception, this study explores the influence of this factor on tourist's attitudinal loyalty, including the cognitive, affective and conative aspects, to ethnic food through the adoption of perceived authenticity, positive emotion and perceived value. A survey was conducted at the Xijiang Miao Village, a very popular ethnic tourism destination in China.FindingsThis study reveals that ethnic food tourists' perceptions of hygiene have five dimensions. One of these plays a direct predictor role in developing effective conative loyalty (perceived value). Tourists' perceptions of authenticity and positive emotion representing cognitive and affective loyalty are confirmed in their direct effect on conative loyalty as well. The five dimensions of perceptions of hygiene identified have varying degrees of influence on the three stages of attitudinal loyalty.Originality/valueThe unique contribution of this study lies in two points: (1) it has discovered the way that tourists' perceptions of the hygienic preparation of ethnic food in the ethnic destination is constructed, and (2) it investigated the relationship between tourists' perceptions of hygiene and the three stages of attitudinal loyalty.

Efecto moderador del ajuste de la extensión y la implicación en la relación entre la actitud hacia una marca padre patrimonial y la lealtad de la extensión. Aplicación al conjunto monumental de la Alhambra y el Generalife

Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating effects of the fit between the heritage parent brand and the brand extension as well as the involvement towards the product category. Methodology: An experimental study has been carried out with 328 tourists visiting the heritage destination and manipulating two levels of adjustment. A moderate mediation regression model was established using the PROCESS 3.4 software. Conclusions: The effect of the attitude towards the heritage brand on the loyalty towards the extension occurs through the image of the heritage brand. This effect is enhanced in low setting and high involvement conditions. The involvement moderates the direct effect regardless of the degree of brand extension fit. Implications: Implications are provided for the management of companies that use a heritage brand to compete in the market as well as for managers of cultural heritage. Originality and value: This work contributes to the existing knowledge about the process to the formation of brand-extension loyalty of brand of cultural heritage site, taking into account the perceptions about the parent brand in terms of attitude and image. Also, this study examines the moderating role of brand extension fit and the level of involvement with the category.

Exploring How Tourist Engagement Affects Destination Loyalty: The Intermediary Role of Value and Satisfaction

A conceptual network between and among tourist engagement, perceived value, tourist satisfaction, and destination loyalty was constructed and validated based on 401 valid samples collected in Phoenix Ancient Town, a famous destination in western Hunan, China. The research results confirm the logic chain in marketing psychology of “engagement-value-evaluation/behavior” in the context of a tourism destination. Specifically, tourist engagement has direct positive effects on destination loyalty, but not on tourist satisfaction. In addition, tourist engagement exerts indirect positive effects on destination loyalty by producing functional value and emotional value for tourists which, in turn, promotes tourist satisfaction towards a destination. However, the indirect influences of tourist engagement on tourist satisfaction and destination loyalty by way of creating tourists’ social value are not significant. This research validates the role of tourist engagement in the formation of destination loyalty from a tourist value perspective and thereby offers a new theoretical clue for tourism marketing.

Analisis Faktor Yang Mempengaruhi Perilaku Konsumen Pada Pengguna Iphone Di Kota Samarinda Ditinjau Dari Sudut Pandang Konsumsi Monzer Kahf

The study aimed to analyze the factors that consumer behavior illustrates by Brand Image, Brand Awareness, and Perceived Quality toward brand loyalty and iPhone brand phone repurchase intention. This study was conducted on iPhone brand mobile phone users in Samarinda City with a sample of 125 respondents. To obtain research data used instruments in the form of questionnaires with a scale likert 5. For data testing used Smart PLS (Partial Least Square). 
 After looking at the factors that influence consumer behavior, an analysis of the consumption point of view according to the concept of an Islamic economic figure, Monzer Kahf, associates rationalism, the concept of goods in Islam, and consumer norms / ethics.
 The results of this study are that brand image variables and brand awareness and perceive quality can explain the formation of brand loyalty with R2 of 0.768 and the second variable of brand image and brand awareness and perceived quality coupled with brand loyalty can explain the formation of repurchase intention with R2 of 0.721. For influence between variables, it shows that the stronger the brand image and brand awareness and the perceived quality on the iPhone brand phone, the higher the brand loyalty and also repurchase intention in iPhone brand phones. However, in contrast, two of these variables, namely brand awareness and perceived quality, negatively and insignificantly affect the interest in buying iPhone phones in Samarinda City. As well as in Kahf's point of view on the factors that influence the behavior of iPhone users in Samarinda City no ethics and morals are violated or still in accordance with the concept as consumers in the world.

ОСОБЛИВОСТІ УПРАВЛІННЯ ЛОЯЛЬНІСТЮ КЛІЄНТІВ НА ТОРГІВЕЛЬНИХ ПІДПРИЄМСТВАХ МАЛОГО БІЗНЕСУ

The article deals with the study of the formation of consumer loyalty of goods and services of small businesses and identify features of the management of this process. The essence of the definition of loyalty is determined, the peculiarities of consumer loyalty formation at small and micro business enterprises are analyzed, the degree of influence of the trade environment on the level of consumer loyalty is substantiated. Peculiarities of structuring small organizational forms are considered and the main factors that should ensure the formation of loyalty of customers (potential consumers) in the system organization of small trade enterprises are singled out. Trade enterprises occupy a special place in the consumer sector of the country’s economy and are characterized by a number of advantages and opportunities that help small businesses survive in difficult economic conditions. In particular, this business format is more flexible and easily adapts to changing business conditions. Along with this, small businesses are constantly looking for universal forms of consumer loyalty and pay considerable attention to this compared to large businesses. In particular, the influence of the trade environment on the formation of consumer loyalty with the determi- nation of the relevant weights is updated. The characteristic requirements put forward to small business enterprises by consum- ers of goods or services are conditioned. The subjective approach and its possibilities used in the formation of customer loyalty of small businesses are analyzed. Thus, the authors substantiate the methodological approach, according to which there are at least three groups of important factors that to some extent affect the formation of customer loyalty and consideration of which is mandatory for the formation of a permanent customer base. The authors provide recommendations for the effective operation of commercial enterprises based on a series of evaluation procedures using an expert approach, which will ultimately provide a stable customer base for the company and the foundation for effective marketing activities.

МОДЕЛЬ ПОВЕДІНКИ КЛІЄНТА ЯК ОСНОВА УПРАВЛІННЯ СПОЖИВЧОЮ ЛОЯЛЬНІСТЮ

The aim of the article is to study the features of different models of consumer behavior in order to model their purchasing response and the formation of long-term consumer loyalty to a particular brand. The model of consumer behavior is defined as a description of the relationship between the actions of the consumer of goods and the motives behind these actions, the characteristics of the consumer and the state of the environment in which these actions are carried out. The process of purchasing a product is considered as an action. The study analyzes foreign and domestic models of consumer behavior, approaches to modeling consumer behavior. The motives of product choice, the degree of awareness and independence of choice, the degree of consumer satisfaction with the product, directions and possibilities of influencing consumer choice are studied. Most models of consumer behavior are based on the study of lifestyles of different social strata. Three components of a person's way of life are considered: actions, interests and thoughts. Modeling of consumer behavior is based on the concept of «7 Os»: market participants, their goals; market items; companies present in the market; market operating processes; acquisition opportunities; channels that form methodological approaches to modeling consumer behavior. It has been proven that one of the main factors influencing the purchase decision is consumer loyalty – a system of long-term relationship between supplier and buyer, in which each party refuses to maximize its profits in favor of maintaining this relationship. The greatest contribution to the formation of consumer loyalty have a positive experience of consumption, rational evaluation associations with the brand and the overall strength of all associations with the brand, which sets it apart from alternatives. The formation of consumer loyalty is possible due to the integration into the model of factors of consumer motivation and situational opportunities, taking into account which will achieve greater predictability in predicting customer behavior. The paper proposes an algorithm for consumer loyalty management, which includes the implementation of the following steps: organization of a continuous system of customer service; providing continuous feedback from customers; involvement of customers in regular communication with the brand; creation of a personalized scenario of the client's needs development and formation of a narrowly segmented scenario of his development; encouraging customers to recommend a brand and building a community around the brand among customers who share the business idea. Thus, modeling consumer behavior allows us to understand how, on the one hand, consumers react to the motivating factors of marketing, and on the other – what is a significant competitive advantage for the company.

ОСОБЛИВОСТІ ФОРМУВАННЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ З ПОКОЛІННЯМ Z

The article examines the peculiarities of building marketing strategies for Generation Z in the conditions of digitalization. The main prerequisites for the transformation of society structure as a result of demographic processes are revealed. The relationship between the intensity of the introduction of innovations and the ability of new generations to quickly adapt to advanced technologies has been established. Two generations existence of younger age groups consumers, Generation Z and alpha, which in the future will occupy leading positions among consumers of the main groups of goods and services, has been determined. The main prerequisites for the transition of Generation Z certain part representatives to the working age and the formation of a solvent demand for brand products due to obtaining a sufficient level of income have been revealed. Features of interaction between companies and representatives of Generation Z, which are used to build effective marketing strategies in the digital environment, are presented. The expediency of using a personalized approach to each of this generation representatives has been determined, which contributes to the formation of a positive attitude towards the brand and provides an opportunity to establish interaction in the long term. The importance of using relevant content to form effective communications with representatives of Generation Z has been proven, primarily photo and video content. It has been established that the primary social media for engaging with Generation Z are TikTok and Instagram, as well as YouTube. The feasibility of using a digital marketing tools system to reach the maximum possible number of potential users of younger age groups has been proven. The need for constant cooperation with representatives of Generations Z and alpha is substantiated, which opens up significant prospects for brands in future periods of time due to the formation of loyalty among the consumers’ specified group. It has been established that the reorientation to the digital environment and the introduction of innovative technologies have led to the emergence of virtual influencers, who are very popular among representatives of Generation Z.

Hotel business: customer loyalty management

The relevance of the chosen direction of the research is due to the need to develop modern marketing management technologies for the adaptation, survival and further development of hotel and restaurant industry, taking into account the fact that the current situation characterized by a socio-economic crisis, has been aggravated by the consequences of the COVID-19 coronavirus pandemic, which together led to new challenges in the hotel and restaurant industry. The hotel and restaurant product is presented as a combination of material product, services and atmosphere, which together form a unique selling proposition in the hotel and restaurant industry. With this in mind, it is reasonable that consumer loyalty to establishments of the hotel and restaurant industry is characterized by customer satisfaction, adherence, advocacy and impressions, which together reflect the perception of the establishment, attitude towards it and future intentions. The use of the proposed scientific and practical approach will make it possible to determine the level of customer loyalty in the hotel and restaurant industry as a whole and for each of its characteristics, to make justified management decisions in accordance with the stage of customer loyalty formation. In order to increase customer loyalty in the hotel and restaurant industry in today's changing situation and conditions of uncertainty, a number of practical recommendations are given to ensure the unique competitive advantages of the hotel product, the introduction of modern information technologies, and improvement of the service quality.

Установки и ориентации современной молодежи и возможности формирования ее политической лояльности

The formation of political loyalty of young people is one of the key tasks to ensure the stability of the political system of the state. The article presents the results of a study on this problem based on focus groups conducted among young people in Yaroslavl, Kostroma, Vologda, Voronezh and Belgorod regions. The authors reveal the peculiarities of the perception of the processes of involvement and socio-political participation by young people of different ages, as well as attitudes towards authorities and political loyalty.

CORPORATE SOCIAL RESPONSIBILITY: A MODERN WAY OF DOING BUSINESS

This article discusses current trends in the formation of corporate social responsibility of business enterprises, the reasons for the lack of activity of organizations in the field of social responsibility.
 The article also defines the influence of company’s social policy on the formation of labor motivation and loyalty of company’s employees, positive image of the company, both for personnel and for the environment. Social responsibility is relevant to all types and sizes of organizations, but it has developed the most in large public and private business communities.
 Russian companies have actively joined this process and the number of such companies is increasing year by year; small and medium businesses are gradually joining them. And in the current crisis companies are in conditions when charitable projects are, in fact, a “matter of honor” for the company. In turn, this approach to doing business ensures the sustainable development of companies and leads to the creation of a favorable investment and reputational image.

The impact of flow, satisfaction and reputation on loyalty to MOOCs: the moderating role of extrinsic motivation

ABSTRACT Loyalty – users’ commitment to an institution or resource, involving its repeated use and recommending its use to others – and its explaining factors are of paramount importance in a Massive Open Online Course (MOOC), where participation is open and many actors with differing interests coexist. The present article tests a loyalty formation model by using satisfaction, flow state and reputation as explanatory factors. It also examines the role of extrinsic motivation (EM) as a potential moderator of inter-variable relationships. Data were gathered from questionnaires distributed to users of a MOOC offered by the University of Granada (Spain). Results indicate that EM plays an important moderating role in loyalty formation. Satisfaction, enjoyment and reputation are less important when EM is higher, whilst control appears to be more relevant to externally driven users. Practical implications include the recommendation to personalise users’ learning experience with different types of motivation in order to increase loyalty.

How Winery Tourism Experience Builds Brand Image and Brand Loyalty

This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater integration of the consumer experience and the brand image and loyalty literature, as well as quantitative research examining their relation. The findings also have managerial implications for brand experience management in the wine tourism sector.

Loyalty formation and its impact on financial performance of Islamic banks – evidence from Indonesia

PurposeThis paper aims to examine loyalty formation, including service quality, perceived value, image and satisfaction as determinants, and their effect on the financial performance of Islamic banks.Design/methodology/approachData were collected from 280 Islamic bank clients in Indonesia and bank financial performance data from bank financial reports. Variance-based partial least square modelling was used to assess the relationships between loyalty, its determinants and their influence on bank financial performance.FindingsThis study finds that client loyalty towards Islamic banks is most influenced by perceived service quality and perceived value. Further, this study documents the importance of client loyalty in influencing bank financial performance and indirect effect of clients’ satisfaction on financial performance through the strengthening of client loyalty.Practical implicationsThis study offers a path for the managers of Islamic banks to enhance financial performance by enhancing client loyalty. To develop client loyalty, this study suggests that Islamic banks should offer economical and service-derived benefits that are superior to those other banks offer. Further, Islamic banks need to ensure that their business operations are compatible with Islamic values.Originality/valueThis is an early empirical study attempting to examine the link between customer loyalty and its impact on Islamic bank financial performance.

The chain effects of service innovation components on the building blocks of tourism destination loyalty: the moderating role of religiosity

PurposeHaving Middle Eastern tourism industry as the context, this study aims to examine the impact of the four main dimensions within service innovation (i.e. product, process, organizational and marketing innovations) on tourist satisfaction; subsequently, towards the development of destination loyalty. Realized that religiosity prevails as an important social force that shapes individual behaviours, this study, hence, placed further assessment upon its moderating role, specifically in the relationships between tourist satisfaction and destination loyalty.Design/methodology/approachWith adopting the approach of self-structured questionnaire, 214 usable responses had been collected for this study. Obtained data was then analyzed by conducting exploratory factor analysis, confirmatory factor analysis and multiple linear regression analysis through the usage of structural equation modelling.FindingsAnalysis of obtained data has revealed all the investigated dimensions within service innovation as active predictors to tourist satisfaction, with the exception of product innovation, while having marketing innovation being of highest significance. In turn, tourist satisfaction is found to greatly influence the formation of destination loyalty. Findings then provide notable indication on religiosity as a moderating factor to the proposed relationships within the investigated framework, between service innovation and tourist satisfaction, as well as tourist satisfaction and destination loyalty.Originality/valueThis study, thus, revealed the level of religiosity, particularly from the standpoint of Islamic perspectives, in playing a critical role towards predicting capability of service innovation on tourist satisfaction, and further, destination loyalty. Contributions hereby lie on theoretical and pragmatic insights concerning aspects of service and Islamic marketing within today’s tourism front.

Investigating Factors of Customer Loyalty Formation for Wellness Spa

Research question: The objective of this paper is to examine the level of the development of spa tourism with a special review of the wellness tourist offer of the Republic of Serbia, and also which factors of this tourist offer we should pay special attention to and improve, to achieve the highest level of tourist loyalty. Motivation: The tourism potential of the Republic of Serbia has not been sufficiently researched and that served as a basic motivational factor. Idea: Considering the tourist potential that Serbia has and partly the work of Han et al., (2017), the fact that spa tourism is the fastest-growing sector in the entire tourism industry, and that the wellness tourism offer is a very important segment of spa tourism, there is a need to identify factors that influence the visitors' loyalty formation for such tourist destinations. As the Republic of Serbia has a lot of wellness centres, it represents a very convenient location for conducting such research. Data: This research included 298 guests of wellness centres in Vrnjačka Banja: "Solaris", "Aleksandar", "Merkur", "Zepter", "Kralj", "Slatina" and "Iwa Wellness Centre". Data collection was performed during July and August 2019. Methods: The PLS-SEM method was used in this paper to test the defined research hypotheses. Factors that contribute to loyalty and revisit for the wellness and spa tourist destination were investigated, and they were measured by the appropriate number of questions: quality of wellness and spa tourism, the value of wellness and spa services, attraction of wellness and spa tourist destination and satisfaction with wellness and spa tourist destination. All attitudes were measured using a five-point Likert scale. Results: The quality and value of wellness and spa services positively impact the affection for wellness and spa tourist destination and satisfaction with wellness and spa tourist destination, while the attraction of wellness and spa tourist destination positively affects satisfaction with wellness and spa tourist destination and tendency to revisit by tourists. The existence of a positive influence of satisfaction with wellness and spa tourist destination and the desire to revisit the tourist loyalty formation was also shown. Contribution: Improving the quality, value, and effect with the Republic of Serbia as a wellness and spa tourist destination will increase the satisfaction of visitors and their desire to revisit this tourist destination, which will lead to greater loyalty in the future. This will increase the revenue generated from this type of tourism and accelerate local and regional development.

Brand-Management Theoretical Principles in Music Business

Introduction. Today there are many music artists, and each creates a large amount of musical and visual content. But the modern consumer is increasingly critical of the content consumed. The task arises to convey the artist's work to a wider audience, to create a strong loyal fanbase. This is the case when brand management is worth mentioning, which allows promoting the audience loyalty formation for a long time. Purpose and methods. The purpose of the article is to substantiate the theoretical foundations of brand management in the organization of the music business for increasing the music artists' competitiveness and their promotion effectiveness in the music market. The system approach, methods of analysis, and synthesis, in particular, analysis of the literature about brand management, its effectiveness evaluation, and promotion of music artists are used. Results. The essence and significance of brand and brand management, features of brand management in the music business are revealed. Theoretical principles of brand management in increasing the competitiveness of music artists and their promotion effectiveness are considered. The main methods of evaluating the effectiveness of brand management are described. Conclusions. The scientific novelty of the article lies in offering to consider a music artist as a brand and promote it in the market according to the principles of brand management. It also proposes to transfer the methods of estimating the product brand building and promotion efficiency to the musician’s brand. The significance of the research lies in the possible use of its results in the integration of brand management into music artists' promoting strategy in Ukraine, as well as in developing recommendations for the promoting strategy of Ukrainian show business music artists.