поведінка споживача

In the context of a full-scale war, business in Ukraine faced challenges that required not only the adaptation of products and logistics, but also significant changes in the ways of communicating with consumers. Traditional marketing approaches focused on sales and promotion are becoming unacceptable or even harmful in the context of increased sensitivity of society to messages. Brands are forced to transform their messages: to communicate not only about the product, but also about values, solidarity, support for society and the army.

The purpose of the study is to examine the essence, effectiveness, specifics and possibilities of using emotional marketing in a full-scale war, as well as to identify key emotional triggers that affect consumer behavior and brand competitiveness in crisis situations. The main factors of emotional influence, development trends and challenges facing companies in wartime are summarized.