Acta academica karviniensia 2024, 24(2):28-41 | DOI: 10.25142/aak.2024.009

Examining Changes in Brand Preferences During Crisis: The Case of Ukraine

Anastasiia Lukianenko
Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky, Mostní 5139, 760 01 Zlín

This paper explores the shift in consumer brand preferences in Ukraine in response to the ongoing full-scale invasion since 2022, specifically examining the change from international to local brands. By employing a survey-based approach, the study seeks to assess changes in consumer attitudes towards brand reliability, quality perceptions, and willingness to support local businesses both before and after the onset of the conflict. The questionnaire utilizes a Likert scale to gather data on these preferences, alongside demographic factors such as age and proximity to active military activities. The insights gained from this research aim to enhance understanding of consumer behaviour during wartime conditions, offering valuable implications for marketers and policymakers in adapting strategies to meet evolving consumer needs in crisis situations.

Keywords: consumer behaviour, crisis, ethnocentrism, local brands, Ukrainian economy.
JEL classification: D12, F52, M31, P16

Received: October 21, 2024; Revised: January 15, 2025; Accepted: February 5, 2025; Published: February 13, 2025  Show citation

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Lukianenko A. Examining Changes in Brand Preferences During Crisis: The Case of Ukraine. Acta academica karviniensia. 2024;24(2):28-41. doi: 10.25142/aak.2024.009.
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