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N. Savytska

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Review Open access Oct 2026

A research model of Ukrainian brand resilience under wartime conditions: consumer perceptions, preference, and behavioral manifestation

The article proposes a research model of Ukrainian brand resilience under wartime conditions that integrates consumer perceptions, brand preference formation, and its behavioral manifestation in purchase behavior. The model is developed on a contextual conceptualization of brand resilience as perceived by consumers, ta...

N. Savytska, Oleg Sinajuk · 0 citations

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