Research Group for Branding and Marketing Communications
Head of the research group: Dr. László Kovács

Permanent members:
Klára Székely
Viktória Szőke
Zsolt Ziegler

In December 2018, the Research Group for Branding and Marketing Communications was established at the Faculty of Social Sciences of Eötvös Loránd University to promote research on the processes, tools and effectiveness of marketing and brand communication. The group carries out basic and applied research, both in-house and externally funded through grants. Research is carried out involving the members of the research group, associated researchers and students (e.g. thesis topic). In addition to the dissemination of scientific results, the research group aims also at science communication.

Research topics

- Green marketing and green business

Research on green marketing issues and green business solutions is increasing worldwide. We seek to analyze the challenges of a green, sustainable and circular businesses and business activities: we scrutinize aspects of consumer behavior consumer expectations and all sides of green marketing, from the product/service to the communication of green issues.

- Brand name research

Interdisciplinary research on brand names is balancing on the boundaries between applied linguistics and marketing science. It examines the brand name inventory of a given period, branding opportunities and trends, product category-specific characteristics of brand names, brand nomenclature and spelling, and the possibilities for brand name adaptation and translation.

- Brand associations and cognitive brand positioning

Research on cognitive brand positioning aims to investigate the associative structures of brand names in two ways: firstly, by looking at which associations brand names evoke and secondly, by looking at which words evoke brand names as associations.

The aim of the research is to analyse the position of brand names in the mental lexicon - the "dictionary of mind" - and their associative relationships, to identify product category and brand-specific association structures, and to use the results to suggest ways of strengthening the position of a brand, creating strong brands, and optimising marketing communication activities for specific product groups and brands.

Some research objectives

Research connected to green marketing issues
Analysis of sustainable/green consumer behavior
Creation of brand association databases
Analysis of brand association structures
Longitudinal analysis of brand associations using currently available databases
Examination of brand names in selected product categories
Analysis of brand and marketing communication activities for selected product categories