THE IMPACT OF INNOVATIVE MARKETING SOLUTIONS ON CONSUMERS' PERCEPTION OF BRAND VALUE
Ieva Petrauskaitė
Mykolas Romeris University, Faculty of Human and Society Studies, Institute of Communication, Lithuania.
Abstract
Rapidly developing technological processes, the environment for innovation formed by economic globalization, and constantly changing consumer needs can encourage consideration of innovative solutions that would benefit both business and brand. In the scientific literature, innovative solutions are studied through the benefits provided to business, and consumer value - in the context of company processes, e-stores and customers. We chose to conduct the study at the theoretical level, considering the goal of supplementing scientific databases with the links between two different concepts, namely innovative marketing solutions and consumers' perception of brand value. We will combine the discovered links in order to explain how innovative marketing solutions can affect consumers' perception of brand value. Based on the guidelines, we will propose to strengthen brand value according to consumer value perception and by applying innovative solutions. In order to do this, in the first section of the study,...
Keywords: Innovative marketing solutions, brand value, consumer perception.