ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS
Based on the study of marketing activities of Russian TV channels of entertainment and educational segments the modern methods of attracting viewers to television brands have been analyzed. The objects of the study are seven well-known public broadcasters, whose business has established more than tw...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2019-11-01
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| Series: | Вестник университета |
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| Online Access: | https://vestnik.guu.ru/jour/article/view/1802 |
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| author | M. Nemirovskaya V. Yakusheva |
| author_facet | M. Nemirovskaya V. Yakusheva |
| author_sort | M. Nemirovskaya |
| collection | DOAJ |
| description | Based on the study of marketing activities of Russian TV channels of entertainment and educational segments the modern methods of attracting viewers to television brands have been analyzed. The objects of the study are seven well-known public broadcasters, whose business has established more than twenty-five significant and cost-effective ways to influence the loyalty of the audience. In combination with negative factors indirectly affecting the implementation of loyalty programs, taking into account the existing methods of other industries, a minimum independent evaluation of the effectiveness of loyalty, which can serve as an idea for new marketing developments, and will contribute to the development of scientific research in this economical area, has been suggested. |
| format | Article |
| id | doaj-art-0b12e7c0b57b491db24795505c3332b1 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2019-11-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-0b12e7c0b57b491db24795505c3332b12025-02-04T08:28:01ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152019-11-0101015816410.26425/1816-4277-2019-10-158-1641529ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELSM. Nemirovskaya0V. YakushevaRussian State University of Cinematography named after S. GerasimovBased on the study of marketing activities of Russian TV channels of entertainment and educational segments the modern methods of attracting viewers to television brands have been analyzed. The objects of the study are seven well-known public broadcasters, whose business has established more than twenty-five significant and cost-effective ways to influence the loyalty of the audience. In combination with negative factors indirectly affecting the implementation of loyalty programs, taking into account the existing methods of other industries, a minimum independent evaluation of the effectiveness of loyalty, which can serve as an idea for new marketing developments, and will contribute to the development of scientific research in this economical area, has been suggested.https://vestnik.guu.ru/jour/article/view/1802system-forming brandsloyalty of viewerscontentanalytical approachmethods of russian tv channelsnegative factorsconsumer loyalty index |
| spellingShingle | M. Nemirovskaya V. Yakusheva ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS Вестник университета system-forming brands loyalty of viewers content analytical approach methods of russian tv channels negative factors consumer loyalty index |
| title | ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS |
| title_full | ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS |
| title_fullStr | ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS |
| title_full_unstemmed | ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS |
| title_short | ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS |
| title_sort | analysis of methods to increase brand loyalty among russian television channels |
| topic | system-forming brands loyalty of viewers content analytical approach methods of russian tv channels negative factors consumer loyalty index |
| url | https://vestnik.guu.ru/jour/article/view/1802 |
| work_keys_str_mv | AT mnemirovskaya analysisofmethodstoincreasebrandloyaltyamongrussiantelevisionchannels AT vyakusheva analysisofmethodstoincreasebrandloyaltyamongrussiantelevisionchannels |