Factors affecting users’ brand awareness through social media marketing on TikTok

This article is devoted to the study of insurance business development in Ukraine and Russia in the late XIX – early XXI centuries, generation and identification of special aspects of formation and use of sacred art elements in corporate identity of insurance companies.
The purpose of this article is to discuss the concept of management of visual communications in insurance companies, an important component of which is the formation and development of brands in the insurance market, which include elements of sacred art.
Corporate identity gives insurers a new methodology for managing marketing communications. The author proves the corporate identity of insurance companies and its place in the system of marketing communications. Due attention is paid to corporate identity of National Joint-Stock Insurance Company “Oranta” (Ukraine), Insurance LLC “Oranta” (Russia) and Insurance Company “Rossiya” (Russia). There are given examples of the use of Orans (Oranta) and the Burning Bush icons inscriptions in corporate identity of insurance companies. The author describes icons in corporate identity of insurance companies and definitely their role in the communication process. Conflict situations over the use of the Orans brand in Ukraine are analyzed. The need to be careful enough in using sacred symbols in the corporate style of insurance companies is emphasized. Evolution of the logo insurance companies is presented.
Examples of integrating corporate identity into the strategy and tactics of insurance companies are shown.

Economic development is rapidly growing. In the late 20th century, the experience economy is gaining in importance. When choosing a particular product or service, the priority is given to that impressing the buyer at the psychological level and causing some feelings and emotions. The urgency of this article is due to the need for a more detailed study of the marketing processes development in the current context. The principles of the experience economy formation are considered, and four sectors of impressions are also clarified. The article researches and systematizes scientific views on the experience marketing – a new direction of the relationship between the insurance brand and real and potential consumers of insurance products, and considers how its tools can be implemented. The essence of the experience marketing concept is defined. The article analyzes the experience marketing instruments – the event communication of insurance companies, the peculiarities of the insurance museums operated in different countries of the world. Particular attention is paid to event marketing as an effective tool for advancing insurance services.

The study investigates the extent to which customer value affected brand loyalty among mid-sized automobile customers in Thailand. It`s focused on assessing whether customer brand engagement acted as an intervening variable in the relationship between customer value and brand loyalty. A questionnaire was distributed to a random sample of 380 current users of medium-sized passenger automobiles in Thailand; these participants were drawn from the list of automobile customers using a multistage sampling technique. The dealership customers were asked to complete an electronic survey using their cell phones. Structural equation modeling was applied to prove the theoretical model. All the model fit indices revealed that the model was reasonably consistent with the data. Results validated customer brand engagement composed of three dimensions using confirmatory factor analysis and its role as a mediator. The findings also provided novel insight into the interplay of the relevant variables and could be used as a guideline for managing automobile customers and promoting automobile marketing in the country.