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March 23, 20260 citationsOpen Access

Resilience and accountability in crisis: ethical practices of Ukrainian brands

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VVValentyna Varenyk

Key Points

  • The research aims to explore how Ukrainian brands practice resilience and accountability during crises.
  • Qualitative analysis of brand responses during crises
  • Interviews with brand representatives
  • Review of brand communication strategies
  • Examination of ethical practices
  • Ukrainian brands exhibit strong resilience through innovative strategies
  • Accountability is prioritized in brand communication
  • Ethical practices are related to consumer loyalty
  • Crisis management frameworks are developed

Abstract

Varenyk V. Resilience and accountability in crisis: ethical practices of Ukrainian brands. Наукова школа Романа Іванченка : матеріали міжнар. наук.-практ. конф. (Київ, 31 жовт. 2025 р.). Київ, 2025. С. 24–28.

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Cite This Study

Valentyna Varenyk (2025) studied this question.

synapsesocial.com/papers/69c0e016fddb9876e79c18b4https://doi.org/10.5281/zenodo.19144085
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