The study on emotional loyalty of target audience to a scientific organization’s brand

The results of a study on emotional loyalty to a scientific organization’s brand have been presented. The purpose of the study is to examine emotional loyalty of target audience segments of a scientific organization (using the example of the All-Russian Institute of Scientific and Technical Information of the Russian Academy of Sciences (hereinafter referred to as the Institute). The object of the study is emotional loyalty. The differences between emotional and rational types of loyalty have been considered. The theoretical foundations and methodological basis of the study have been defined. The results of an empirical study on emotional loyalty of representatives of target group segments of a scientific organization (using the example of the Institute) have been presented. The Brand Attachment and Brand Attitude Strength (BA&BAS) methodology has been used to assess emotional attachment and the strength of the relationship with the brand. The methodology includes six scales such as brand attachment, brand loyalty, negative opinions, schadenfreude, anti-brand actions, anxiety, and avoidance. The study results indicate ambiguous changes among representatives of target segments of a scientific organization under the influence of the Institute’s advertising materials perception. A significant improvement in brand attachment and loyalty in a number of audience segments indicates the effectiveness of the information and advertising materials used, while negative dynamics highlight the need for further analysis and adjustment of communication materials. The main directions for adjusting communication activities in digital environment of a scientific organization have been identified, considering the needs and requests of different segments of target groups such as e-mail newsletters development focused on specific segments of target audience, online consultations and support, and the brand’s social media presence improvement.

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