For citation:
Volodin, A. A. (2024). Significance of the Brand Health Pyramid for Modern Marketing. AlterEconomics, 21(2), 387–412. https://doi.org/10.31063/AlterEconomics/2024.21-2.12
Abstract:
The study explores the relationship between the brand health pyramid and modern marketing, emphasizing its significance for companies analyzing consumer behavior. It offers a theoretical and exploratory perspective on how influencers shape the brand pyramid and brand image. Drawing on empirical data from international research on influencer marketing and theoretical works on brands, the article examines brand health concepts, consumer behavior levels, and the theoretical underpinnings of influencer marketing. It reviews literature on how influencers impact various brand aspects, develops the brand health pyramid concept in managing consumer behavior, and concludes by discussing research contributions, limitations, and future directions. This study enhances brand health analysis methodology in marketing by focusing on evaluating influencer marketing and proposing the brand health pyramid to illustrate how influencers play a crucial role in attracting and retaining customers.
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