Abstract

The coronavirus pandemic confirmed that national systems of medical and social provision for the population of various countries could not quickly adapt and implement effective measures to prevent the negative consequences from achieving a state of resilience. The article empirically substantiates the impact of the COVID-19 pandemic on national social brand to form effective mechanisms for countering risks in public health and supporting the social brand of the country for its main internal stakeholders in a period of uncertainty. The article is devoted to analyzing the channels through which the COVID-19 pandemic affected various aspects of the national management systems of Austria, Slovenia, France, and Ukraine. The analysis used a combination of correlation analysis, causal modeling, and the construction of cognitive maps to visualize dependencies. It was revealed that the key indicators that verify the mentioned impact are the satisfaction of the needs for medical examination and care, the availability of hospital beds in the medical system, and the general costs of social protection of the population. The indicator of the social attractiveness of the country for its internal stakeholders is the indicator of net migration, and it is empirically determined that this indicator is significantly influenced by the security of the medical system and the efficiency of its functioning, especially during the period of data analysis, taking into account the existence of the COVID-19 pandemic. The dependence between the social and economic well-being of the population and its tendency to critically assess one’s health, readiness for disease prevention, and the formation of higher requirements for medical care was revealed. The determined regularities are useful in developing a national strategy for building an effective medical and social security system for the population in conditions of uncertainty, which is a significant component of the overall attractiveness of the country and its brand management.

Keywords: country brand, internal stakeholders, international benchmarking, national management resources, COVID-19.

JEL Classification: A13, M38, O57.

Cite as: Letunovska, N., Demchyshak, N., Minchenko, M., Kriskova, P., Kashcha, M., & Volk, A. (2023). Management of Country’s Social Brand Under Conditions of Uncertainty in the Health Domain. Marketing and Management of Innovations, 14(2), 10-18. https://doi.org/10.21272/mmi.2023.2-02

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Akbulaev, N., Mammadov, I., & Aliyev, V. (2020). The economic impact of COVID-19. Sylwan, 164(5). [Google Scholar] [CrossRef]
2. Aydin, S. & Ungan, M (2023). Contribution to industrial buyer behavior model: An empirical research. Marketing and Management of Innovations, 1, 235-253. [Google Scholar] [CrossRef]
3. Bokern, P., Linde, J., Riedl, A., & Werner, P. (2021). The effect of the COVID-19 crisis on economic and social preferences. Retrieved from [Link]
4. Cabelkova, I., Strielkowski, W., & Mirvald, M. (2015). Business influence on the mass media: A case study of 21 countries. Transformations in Business & Economics, 14(1), 65-75. [Google Scholar]
5. Chaouali, I., Ben Jebli, M., & Strielkowski, W. (2023). How renewable energy and service growth influence environmental quality: Evidence from a sustainable development perspective. Natural Resources Forum, 47(2), 257-275. [Google Scholar]
6. COVID-19. Worldometer (2023). Retrieved from [Link]
7. Eurostat (2023). Retrieved from [Link]
8. Fandrejewska, A., Chmielarz, W., & Zborowski, M. (2022). The Impact of the COVID-19 Pandemic on the Perception of Globalization and Consumer Behavior. Sustainability, 14(15), 9575. [Google Scholar] [CrossRef]
9. Jiroudkova, A., Rovna, L., Strielkowski, W., & Slosarcik, I. (2015). EU accession, transition and futher integration for the countries of Central and Eastern Europe. Economics and Sociology, 8(2), 11-25. [Google Scholar] [CrossRef]
10. Kuzmenko, O., Vasylieva, T., Vojtovič, S., Chygryn, O., & Snieška, V. (2020). Why do regions differ in vulnerability to Сovid-19? Spatial nonlinear modeling of social and economic patterns. Economics and Sociology, 13(4), 318-340. [Google Scholar]
11. Letunovska, N., & Boliukh, V. (2023). Country’s vulnerability to COVID-19 depending on the health behaviour patterns of the population. Health Economics and Management Review, 4(1), 103-112. [Google Scholar] [CrossRef]
12. Letunovska, N., Yashkina, O., Saher, L., Alkhashrami, F. A., & Nikitin, Yu. (2021). Analysis of the model of consumer behavior in the healthy products segment as a perspective for inclusive marketing development. Marketing and Management of Innovations, 4, 20-35. [Google Scholar] [CrossRef]
13. Li, M., Li, L., & Strielkowski, W. (2019). The impact of urbanization and industrialization on energy security: A case study of China. Energies, 12(11), 2194. [Google Scholar] [CrossRef]
14. Lipskaya-Velikovsky, L. (2021). COVID-19 isolation in healthy population in Israel: Challenges in daily life, mental health, resilience, and quality of life. International Journal of Environmental Research and Public Health, 18(3), 999. [Google Scholar] [CrossRef]
15. Lu, J., Ren, L., Qiao, J., Yao, S., Strielkowski, W., & Streimikis, J. (2019a). Corporate social responsibility and corruption: Implications for the sustainable energy sector. Sustainabililty, 11(15), 4128. [Google Scholar] [CrossRef]
16. Lu, J., Ren, L., Yao, S., Qiao, J., Strielkowski, W., & Streimikis, J. (2019b). Comparative review of corporate social responsibility of energy utilities and sustainable energy development trends in the Baltic states. Energies, 12(18), 3417. [Google Scholar] [CrossRef]
17. Novikova, O., Khandii, O., & Shamileva, L. (2021). Comparative Analysis of the Changes of Socioeconomic Risks Caused by the COVID-19 pandemic in Ukraine and the EU Countries. European Journal of Sustainable Development, 10(2), 147-147. [Google Scholar] [CrossRef]
18. Osofsky, J. D., Osofsky, H. J., & Mamon, L. Y. (2020). Psychological and social impact of COVID-19. Psychological Trauma: Theory, Research, Practice, and Policy, 12(5), 468. [Google Scholar] [CrossRef]
19. Poczeta, K., Kubuś, Ł., & Yastrebov, A. (2019). Analysis of an evolutionary algorithm for complex fuzzy cognitive map learning based on graph theory metrics and output concepts. Biosystems, 179, 39-47. [Google Scholar] [CrossRef]
20. Rosokhata, A., Saher, L., Stoyanets, N., & Butrym, O. (2020). Impact of highly qualified personnels migration on economic and innovative development. 35th IBIMA Conference: 1-2 April 2020, Seville, Spain. Retrieved from [Link]
21. Stojanov, R., Strielkowski, W., & Drbohlav, D. (2011). Labour migration and remittances: Current trends in times of economic recession. Geografie, 116(4), 375-400. [Google Scholar] [CrossRef]
22. Strielkowski, W., & Hoschle, F. (2016). Evidence for economic convergence in the EU: The analysis of past EU enlargements. Technological and Economic Development of Economy, 22(4), 617-630. [Google Scholar] [CrossRef]
23. Vasylieva, T., Lyulyov, O., Pimonenko, T., Voitovič, S., & Bilan, Yu. (2020). Financial, socio-economic, environmental, and public health patterns of creating regional roadmaps to prevent the spread of the COVID-19 epidemic. Financial and credit activities: Problems of Theory and Practice, 4(35), 295-310. [Google Scholar] [CrossRef]
24. Wójcicki, W. (2022). Crisis aspects of the COVID-19 pandemic in the social sphere and secondarily in economic one. Economic and Regional Studies/Studia Ekonomiczne i Regionalne, 15(1), 74-89. [Google Scholar] [CrossRef]
25. World Bank open data (2023). Retrieved from [Link]
26. Zelinska, H., Andrusiv, U., Galtsova, O., & Dmytrechenko, M. (2021). Management of social risks and their impact on the spheres of human life in the conditions of sustainable development of Ukraine. Problemy ekorozwoju, 16(2), 116-124. [Google Scholar]
27. Zhang, L., Chen, Y., Lyulyov, O., & Pimonenko, T. (2022). Forecasting the effect of migrants’ remittances on household expenditure: COVID-19 impact. Sustainability, 14(7), 4361. [Google Scholar] [CrossRef]