The Impact of Innovative Marketing on Consumers’ Perception of Brand Value

Abstract

Rapidly developing technological processes, the environment for innovation formed by economic globalization, and constantly changing consumer needs can encourage consideration of innovative solutions that would benefit both business and brand. In scientific literature, innovative solutions are studied through the benefits provided to business, and consumer value - in the context of company processes, e-stores and customers. We chose to conduct the study at the theoretical level, considering the goal of supplementing scientific databases with the links between two different concepts, namely innovative marketing solutions and consumers' perception of brand value. We will combine the links discovered to explain how innovative marketing solutions can affect consumers' perception of brand value. Based on the guidelines, we will propose strengthening brand value according to consumer value perception and by applying innovative solutions. To do this, in the first section of the study, we will determine the manifestation of innovative marketing solutions in the context of enhancing brand value. In the second, we will determine the criteria for consumers' perception of brand value. Thirdly, we will construct guidelines for the impact of innovative marketing solutions to strengthen brand value, based on consumers' perception of brand value criteria. Research objective: to substantiate at the theoretical level how innovative marketing solutions can affect consumers' perception of brand value by constructing guidelines for the impact of innovative marketing solutions. Research object: the impact of innovative marketing solutions on consumers' perception of brand value. Research problem: How innovative marketing solutions can affect consumers' perception of brand value? Theoretical data collection methods: document (scientific literature) analysis. Methods for processing theoretical data: comparison and generalization

Keywords: Innovative Marketing Solutions, Brand Value, Consumer perception

DOI: 10.7176/EJBM/17-7-08

Publication date:August 31^st 2025