The Influence of Territorial Brands on the Behavior of Local Consumers

Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 2, Pages: 643-64ꢀ

J. Environ. Treat. Tech.

ISSN: 2309-1185

Journal web link: http://www.jett.dormaj.com

The Influence of Territorial Brands on the

Behavior of Local Consumers

Andrey V. Patsula *, Marina V. Vinogradova , Evgenia M. Bronnikova , Ksenia D. Zanina ,

Daniil V. Volkov , Viktoriya A. Vishnyakova , Lidia V. Vasilieva

Interdisciplinary Research Laboratory, Russian State Social University, Moscow, Russia

Research Institute of Promising Areas and Technologies, Russian State Social University, Moscow, Russia

Department of Organization of Research Activities, Russian State Social University, Moscow, Russia

Department of Scientific and Technical Information, Russian State Social University, Moscow, Russia

Received: 18/12/2019

Accepted: 18/04/2020

Published: 20/02/2020

Abstract

The relevance of the study is due to the need for practical implementation of the domestic strategy for the formation and promotion

of successful territorial brands in the Russian Federation and abroad. In this regard, the goal and objectives of this study are to

implement the specification of the constituent components of territorial brands, to compare the Soviet and Russian models of the

influence of territorial brands on the behavior of local consumers, to identify and compare the positive and negative aspects of the

formation and promotion of territorial brands in the country, to develop practical recommendations on optimization of the territorial

branding management system. When conducting the study, the authors relied on the application of the comparative approach and the

retrospection method, as well as the conceptual model of competitive identity management. The indicated tools made it possible to

profile the levels of alternative consumer response to territorial brands, to determine the components of the system for creating and

implementing brand strategies of territories. The materials of the article are of academic and practical value and will be in demand by

specialists in the field of state and municipal administration, marketing and branding of territories, entrepreneurs, experts in the field of

institutional and behavioral economics.

Keywords: Influence, Territorial brands, Behavior, Local consumers

solving the assigned tasks is the development and

strengthening of the identity, image and reputation of Russian

territories at the local and global levels.

In 2008, the government approved the Concept for

Promoting National and Regional Brands of Domestic Goods

and Services, which provides for the formation and promotion

of brands in regions and cities, product groups, individual

trademarks and Russia as a whole. In this concept, the

Introduction¹

In the Address of the President of the Russian Federation

to the Federal Assembly dated February 20, 2019, the

strategic goal was defined and confirmed to build a model of

the country's social and economic development that would

ensure the best conditions for human self-realization, provide

worthy answers to the challenges of a rapidly changing world,

and preserve Russia as a civilization based on own identity, on

centuries-old traditions, on the culture of our peoples, values

and traditions [1].The document emphasizes that four priority

areas must be implemented to ensure high growth rates:

“Russia” brand in a metaphorical form acts as a flag on a ship,

regional and city brands - as the material from which the ship

is built, and product and service brands become passengers

who must conquer international markets on this ship [2].

Implementation of the measures provided for in the Concept

will ensure the growth of non-price competitiveness of

domestic goods and services in the domestic and foreign

markets; to ensure acceleration of the growth rate of non-

resource and high-tech exports of goods and services, the

growth of domestic and inbound tourism increase the level of

diversification of the domestic economy; provide additional

growth in domestic and foreign investment; ensure the growth

of capitalization of domestic enterprises. According to this

Concept, the obstacles to the implementation of measures

include:

. The outstripping growth rate of labor productivity,

primarily on basis of new technologies and digitalization, the

formation of competitive industries and, as a result, an

increase in non-resource exports by more than one and a half

times in six years.

. Improving the business climate and quality of national

jurisdiction.

Removing infrastructural restrictions for the

development of the domestic economy, for unlocking the

potential of Russian regions.

. Training of modern personnel, the creation of a

powerful scientific and technological base Message from the

President of the Russian Federation to the Federal Assembly

of the Russian Federation [1]. In this regard, it is important to

emphasize that one of the important managerial levers for

. Preservation of negative stereotypes of perception, both

in relation to the country, and in relation to goods and services

of Russian origin. At the same time, along with the problems

of a distorted perception of the country abroad, there is a

shortage of trust in domestic business and in the socio-

economic transformations conducted by the state within the

country.

Corresponding author: Andrey V. Patsula, Interdisciplinary

Research Laboratory, Russian State Social University,

Moscow, Russia. E-mail: PatsulaAV@rgsu.net.

Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 2, Pages: 643-64ꢀ

Lack of effective mechanisms for coordinating

factors, tools and mechanisms that affect consumer decision-

making processes [12].

activities in the field of brand promotion, mechanisms for

purposefully forming a positive image of Russia, monitoring

its condition, warning and preventing the risks of its

deterioration.

Thus, the problem under consideration is not only

fundamental, but also interdisciplinary, multi-aspect and

multi-vector in nature, in the study of the object and subject

field of which creative contributions are made by

representatives of various sciences – economics, sociology,

psychology, cultural studies, political science, marketing,

management, branding, etc.

. Deficit of advantages in staffing and scientific support

for branding.

. Loss in the competition of domestic products with

comparable quality.

. Lack of experience in promoting collective and regional

brands in the activities of executive authorities of the

constituent entities of the Russian Federation, municipalities

and business associations.

Taking into account the relevance and importance of

implementing this legal document for the growth of the

economy, social sphere, territories and citizens of the Russian

Federation, the authors of this article came to the conclusion

that it is necessary to study the influence of territorial brands

on the behavior of local consumers.

Thus, the goal and objectives of this study are to

implement the specification of the constituent components of

territorial brands, to compare the Soviet and Russian models

of the influence of territorial brands on the behavior of local

consumers, to identify and compare the positive and negative

aspects of the formation and promotion of territorial brands in

the country, to develop practical recommendations for

optimization territorial branding management systems.

Results and Discussion

S. Anholt and D. Hildret [9], a well-known British

researcher, developer and popularizer of rating indices for

“

national brands” (Anholt-GfK Roper Nation Brands Index),

state brands” (Anholt-State Brands Index) and “city brands”

(Anholt-GfK Roper City Brands Index ), who put forward a

conceptual model of competitive identity [3], drew the

attention of experts and the public to one important

circumstance, namely, that the partitions between marketing,

entertainment, politics and military affairs, which were

already very conditional in the culture of the previous time,

were completely destroyed even at the height of the Second

World War. In 1952, in a letter to the Prime Minister of the

State Administrative Council and the Minister of Foreign

Affairs of the People's Republic of China, ZhōuĒnlái,

Secretary of the Central Committee of the CPSU (b) - CPSU,

Chairman of the Council of Ministers of the USSR,

Generalissimo I.V. Stalin said: “America’s main weapon ... is

stockings, cigarettes, and other goods” [9].

In other words, marketing products in the form of goods,

services and technologies that have become global

megabrands have a direct and indirect effect on the behavior

of local consumers in different countries and regions of the

world. Local consumers are citizens who come to national and

local elections, vote and determine the vectors of economic,

social, political and cultural development of society. If they

are deprived of the possibility of democratic choice and

expression of will, then they take to the streets, build

barricades and fight for a better and dignified life.

Methodological Framework

When conducting the study, the authors relied on the use

of the comparative approach and the retrospection method, the

conceptual model of competitive identity management, put

forward by S. Anholt [3], socio-economic analysis, the study

of documentary and statistical sources, the results of opinion

polls, content analysis of electronic media, scientific works of

domestic and foreign researchers in the field of state and

municipal administration, marketing and branding territories,

business administration, institutional and behavioral

economics.

Today, few people in the world recall the tragic events of

thirty years ago on Tiananmen Square (from Chinese 天安门

Literature Review

From our point of view, a modern research study of the

广场– Gate of Heavenly Calm) in the city of Beijing. After

the first decade of the Chinese economic and social reforms,

fundamental problem of the influence of territorial brands on

the behavior of local consumers can conditionally be divided

into several scientific areas.

The first direction is aimed at in-depth diagnosis and

specification of the phenomenon of social influence [4], which

is the core of relevant social processes associated with

management, propaganda, GR, PR, image-making,

advertising, marketing and branding [5, 6].

The second direction connected with thesearch for the

initial methodological principles and concepts of positioning

nations, countries, regions, cities and rural areas [3, 7, 8].

The third direction is caused by a discussion about the

essential characteristics of a strong territorial brand, the

specification of its connections, similarities and differences

from a strong business brand [9].

The fourth direction is focused on the analysis and

development of technological algorithms for creating,

promoting and managing the brand of the territory [10, 11].

The fifth direction is focused on identifying optimal

models / methods for assessing potential and measuring brand

value [8].

“bloody clashes occurred on the outskirts of Tiananmen on

June 3, 1989. Tanks paved the way for soldiers, crashing into

crowds of people, servicemen fired to kill. In response, angry

men hurled Molotov cocktails at the war machines and

lynched individual soldiers and officers if they lagged behind

the columns. The streets and avenues leading to the square

were stained with blood, the bodies of the dead lay

everywhere, the wounded moaned, the burning trucks and

armored personnel carriers smoked. But the defenders of the

square had to retreat ... According to various estimates, on

June 3-6, 1989, between 220 and 2600 people died in Beijing”

[

13].

The party and state bureaucracy of China was frightened

of the installation in Tiananmen Square of a plaster statue of

the Goddess of Democracy, which caused association with the

American Statue of Liberty. Thus, for the possibility of

opening the outside world, the choice and consumption of

foreign megabrands, Chinese citizens paid with the life and

blood of their compatriots.

Market might, exchange and competition between urban

and rural areas are based on the creation and promotion of the

identity, image and reputation of geographical places, which

The sixth direction is devoted to studies of the behavior of

local consumers, the core of which is the identification of

Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 2, Pages: 643-64ꢀ

depend on the stereotypesand cliches of mass consumer

consciousness, inherited from the past and emerging in the

present tense. In other words, any territorial brand is a vital

metaphor that represents a unique synthesis of the magic of a

geographical place, its history, modernity and future,

combined with the reproduction of local distinctive and

unique marketing products: goods, services and technologies.

Due to the synthesis of favorable causes and conditions, some

territorial brands become megabrands, cross regional, country

and continental borders, turn into global brands, high-value

brands that are recognized and consumed everywhere.

A lot of factual evidence can be given illustrating these

conclusions. For example, at the beginning of the Cold War in

the 1950s, the US Information Agency (USIA) funded

pavilion expositions in the USSR and Eastern Europe, which

attracted huge crowds of people seeking to look at life hidden

outside the "Iron Curtain". In 1959, on the day the USIA

exposition opened in Moscow, visitors stole dozens of books

from display cases representing the products of US publishers.

The organizers of the exhibition rejected the requirement of

the Kremlin authorities to nail the second copies laid out as a

replacement to the display cases with nails [9].

The conditions of the “closed and besieged fortress” in

which the Soviet Union existed during the Cold War era were

supplemented by mechanisms of directive planning and

command and administrative management of the economy,

the main function of which was to ensure the accelerated

development of the production of means of production in

comparison with the production of goods, services and

technologies to meet mass consumer demand. While this

function was historically and politically justified during the

period of industrialization and strengthening the defense

capability of the state, then during the achievement of nuclear

missile parity with the United States, the development of the

scientific and technological revolution, the growth of

industrial and agricultural production, it was transformed into

a dysfunction, turned into an obstacle and a brake on social

and cultural development of society.

The shortage of goods in the USSR not only increased in

the 70s and 80s of the XX century, it led to deformations of

the country's territorial structure. The systems of economic

and geographical planning and distribution were not just

flawed, they were destructive and targeted. All regions of the

country were strictly differentiated according to industrial and

defense criteria. In other words, Moscow and Leningrad, the

capitals of the Union republics, millionaire cities and closed

cities, profiled for the development and production of nuclear,

chemical and bacteriological weapons, was given priority to a

centralized supply of consumer goods, services and

technologies.

elected President of the Russian Federation. In the next film,

which film director released, the territory of the Urals began

to be flattering and respectfully called the “magical country of

malachite,” but the prevailing public opinion did not change

this.

After the collapse of the USSR, in January 1992, thanks to

the signing of the presidential decree “On Freedom of Trade”,

entrepreneurial activity was officially legalized in the country.

According to experts, the food shortage in Russia as a result of

the earned mechanism of market demand and supply was

overcome in 1993, the saturation of the consumer market with

import marketing products was recorded in 1995. The results

of sociological surveys of the population over a quarter of a

century record that majority of Russians surveyed recognize a

qualitative and quantitative improvement in the supply and

provision of goods, services and technologies compared to the

Soviet period [15].

At the same time, the new socio-economic realities in

Russia associated with the transition to a multistructure

economy indicate that despite the improvement in supplying

and providing local consumers with marketing products, the

influence of territorial brands continues to have an

unfavorable effect on them. If during the years of Soviet

power food delicacies, fashionable, stylish and high-quality

clothes, shoes, hats, cosmetics, perfumes, underwear,

furniture, motor vehicles, books and records were in short

supply, in modern Russia, thanks to liberal market reforms,

the main scarce resource became a “commodity of goods,” the

universal equivalent of value – money.

At the end of 2018, Russia ranked only 67th in the global

salary rating, which was compiled by the International Labor

Organization (ILO). For comparison: Switzerland takes the 1st

place in the indicated ranking, Luxembourg – 2nd, Qatar –

3rd, Australia – 4th, United Arab Emirates – 5, USA – 9th,

Canada – 22 .

In this regard, it is no coincidence that more than a third –

39% of Russian workers are not satisfied with the level of

their wages and, accordingly, their current consumption

structure. According to a representative sociological survey of

1,500 respondents across Russia conducted by the Public

Opinion Foundation (FOM) in August 2019, median wage

values amounted to 21 thousand rubles. According to most

Russians, although they have adapted to live "within their

means", their earnings do not correspond to the volume and

level of difficulty of the work they face. Fair, from their point

of view, would be wages one and a half – two times higher –

in the range of 25 – 45 thousand rubles.

According to official statistics from Rosstat, the number

of citizens with incomes below the subsistence level in the

second quarter of 2019 amounted to 18.6 million people –

12.7% of the total population of the Russian Federation: in

fact, compared with the second quarter of 2018, this indicator

increased by 0.2%. In this regard, the Ministry of Economic

Development of the Russian Federation was forced to revise

its forecast for the growth rate of real disposable expenditures

of the population to 0.1% compared to 1.0% previously

projected.

In July 2019, Sberbank Life Insurance company carried

out a telephone survey in 37 large Russian cities with a

population of more than 500 thousand people, as well as in the

cities of Grozny and Sevastopol [16]. A total of 13,650

respondents were interviewed. In their opinion, fair wages

averaged 66 thousand rubles. per month – this money is

enough to not only satisfy current needs, but also save up for

large purchases, as well as save money for the future [17]. In

the number of territories, for example, in the cities of Lipetsk,

Penza, Barnaul and Ryazan, residents agree to earn in the

In everyday life, this was manifested in the fact that

residents of small non-industrial cities and rural settlements

were forced to travel to the capital, republican and regional

centers for goods, services and technologies. Many large

regions of the country in terms of customer satisfaction in the

informal rating of mass consciousness became backward,

uncompetitive, not comfortable and not suitable for permanent

residence [14]. In a metaphorical form, the prevailing

territorial disparities in the status distribution and

consumption were voiced in 1985, when the feature film “The

Most Charming and Attractive” was released on the screens of

Soviet cinemas.In this film, the Ural region was represented as

a wild and uncivilized geographical place. For a joke sounded

in the movie –“Is she from the Urals?” – directed and the

leadership of the Goskino of the USSR were forced to

apologize to the head of the Sverdlovsk regional committee of

the CPSU B.N. Yeltsin, who later became the first popularly

Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 2, Pages: 643-64ꢀ

amount of 58 thousand rubles. The highest demands were

expressed by the survey participants from two capitals –

Moscow – 100 thousand rubles, and St. Petersburg – 77

thousand rubles [18]. Meanwhile, the indicated wages

significantly exceeded the average actual wages in most

regions, with exception of Moscow [19]. The most serious gap

between real and “fair” wages was diagnosed in Makhachkala,

Ulyanovsk, Grozny and Sevastopol. In the cities under

consideration, workers receive a salary two times less than

desired.

These data are correlated with the intentions of young

people under the age of 30 to leave the "small homeland" and

in search of a better quality of local consumption to move to

Moscow, St. Petersburg and other cities where they can find

high-paying jobs, due to knowledge and skills for which

young people have acquired in the territories where they were

born and grew up. This is evidenced by the data obtained at

the Institute of social and economic research of the Financial

University under the government of Russia in the course of

the study of migration flows of residents of large and medium-

sized cities of the country aged 18 to 30 years. In particular,

the experts found out that the majority of young men and

women are trying to leave the large and developed cities,

where there are opportunities to get an education, however,

not everyone succeeds in finding a job in the specialty with a

decent level of remuneration that provides high consumer

status. It is revealed that most of the young people who want

to leave their hometown in search of better working

conditions, recreation and consumption, live in Togliatti,

Omsk, Barnaul, Chelyabinsk and Volgograd. Least of all such

people were in Moscow, Krasnodar and Simferopol.

Omsk (2016), 180-the anniversary of Sochi (2018), the 550th

anniversary of Cheboksary (2019). Nine Russian cities are

officially part of the Golden Ring, a unique “umbrella” brand

for Russia, known in many countries of the world. In 2018

Uglich was added to Sergiev Posad, Pereslavl-Zalessky,

Rostov the Great, Yaroslavl, Kostroma, Ivanovo, Suzdal and

Vladimir. According to the decision of the Ministry of Culture

of the Russian Federation, one competitive city-applicant will

replenish the Golden Ring annually.

Since 2002, in Russia, under the auspices of the

Association of Brand trademarks Manufacturers of Rusbrand,

a professional business conference “Brand Day” has been

held, devoted to relevant and innovative topics in the field of

branding, marketing and advertising, organized to ensure a

constant

constructive

dialogue

between

domestic

manufacturers of consumer brands of wide demand,

advertisers, media, representatives of state power and

municipal self-government [22].

At the same time, the analysis of the problem of the

influence of territorial brands on the behavior of local

consumers in our country highlights unresolved problems.

Neither nature nor history alone is a 100% guarantee of

successful territorial brands, since the regions become a kind

of "magnet" attracting domestic and foreign investments due

to a long-term system for creating and implementing brand

strategies of territories. We include the following constituent

elements to it: production of the idea and concept of regional

leadership; leadership segment selection; formation of a

leadership brand; promotion, development and updating of a

leadership brand; his relations and cooperation with brands of

other regions.

A comparison of official statistical data and representative

sociological information obtained by empirical methods

allows us to come to an important conclusion: in the new

economic, social, political and cultural conditions, the

influence of territorial brands on the behavior of local

consumers in a modified and transformed form reproduces the

stable model of this influence that developed in the Soviet

period domestic history. The vectors of in-country migration

of intellectual, creative and educated youth have not changed:

most of the boys and girls from these status groups tend to

geographic and social movements in the east-west and north-

south directions. This is facilitated by the abolition of the

institution of registration and the lifting of the legal

prohibition of rural residents moving to cities. The

liberalization of the passport system of travel to near and far

abroad also opens up additional opportunities for this socio-

demographic cohort of youth.

The heuristic idea that has become the core and soul of the

brand should reflect the key properties of the marketing

product. Getting benefits from regional brands should be

obvious and universal. This is an idea that gives rise to trust

and mutual interest of different local consumers,

constructive model that organically connects and unites

representatives of higher, middle and lower social groups that

form the real structure of the local community. The brand of a

geographical place should be shared by everyone, cause pride,

self-esteem, make up fame, bring dividends. The brand is the

result of consensus, discussion and compromise. For this, the

brand needs to be single, but at the same time multiple, many-

sided: each local consumer, interacting with the territorial

brand, seeing the general, must catch something of his own –

individually colored meaning, context, association.

This can happen if the territorial brand is the point of

intersection, the center of vital issues of the person, which

include education, self-education, work, professional

development, career growth, purchase of housing, marriage,

parenting, etc. At the same time, territorial brands should

prompt local consumers the horizons and prospects for

solving these problems. Along with the support of local

authorities and the population, the most important competitive

advantage of the territorial brand is the vital metaphor,

representing a unique synthesis of the magic of a geographical

place, its history and future. The search, discovery, spinning

and promotion of such a metaphor is the key basis of a

winning social strategy of the territory [23].

Conclusion

Thanks to persistent efforts and the strategic course of the

country's political leadership, in recent years, much has been

done to create and promote domestic territorial brands in the

domestic and foreign markets [20, 21]. The triumphal holding

of the 2014 Winter Olympics and the 2018 FIFA World Cup

contributed to strengthening the authority of our country on

the world stage, positively influenced the cultural and social

image of Russia, helped the development of scientific and

educational international exchanges, the influx of foreign

tourists and investments into the country, the modernization of

the hotel, sports and wellness infrastructure, strengthening the

role of physical education and sports around the world.

In our opinion, a positive local consumer response to

territorial brands can be traced and developed at the

individual, collective, organizational and institutional levels.

Each next level supplements and adjusts the primary

consumer response to represented territorial brand. The

distribution and promotion of territorial brands, not based on

informal institutional restrictions (local rules, traditions) that

have developed and dominate in a specific region, are doomed

Successful projects for promoting territorial brands

included events to celebrate significant historical anniversaries

in the Russian regions: the 1000th anniversary of Kazan

(2005), the 450th anniversary of Astrakhan (2008), the 1000th

anniversary of Yaroslavl (2010), the 300th anniversary of

Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 2, Pages: 643-64ꢀ

predominantly negative individual and collective

[12]Kahneman D, Tversky A. Choices, Values and Frames. New

York: Cambridge University Press. 2000.

consumer response [24].

[

13]Pantsov AV. Deng Xiaoping. Moscow: Young Guard. 2013.

14]Pochinok NB, Vinogradova MV, Babakaev SV, Koroleva VA.

Socio-economic justification of approaches to the study of

consumer behavior in the service sector. Social policy and

sociology.2016;15(114):24-34.

From our point of view, the current situation may change

significantly if the specially developed subprograms for the

formation and promotion of territorial brands are included in

the Russian programs of 13 national projects implemented

until 2024(healthcare, education, demography, culture, safe

and high-quality roads, housing and urban environment,

ecology, science, small and medium-sized enterprises and

support for individual entrepreneurial initiatives, digital

economy, labor productivity and employment support,

international cooperation and export, a comprehensive plan

modernization and expansion of the main infrastructure)

Funding for these subprograms could be carried out within the

funds allocated for the implementation of these national

projects, as well as at the expense of interested subjects of the

Russian Federation and municipalities, as well as at the

expense of local enterprises and organizations.

[15]Toshchenko ZhT. Economic Consciousness and Behavior: A

Quarter Century Down (End 80s - early 2010s. Sociological

studies.2014;7:51-63.

[

16]Vinichenko M, Kirillov A, Maloletko A, Frolova E, Vinogradova

M. Motivation of University Senior Staff in the Process of

Restructuring Higher Education Institutions. Croatian journal of

education-hrvatski

casopis

odgoj

obrazovanje.2018;20(1):199-232.

[

17]Vinogradova MV, Volkov DV, Kaurova OV, Leonova VP,

Babakaev SV. The Study of Criteria of the Consumer Choice of

Financial Services In Russia. Modern journal of language

teaching methods.2018;8(6):252-261.

18]Moskaleva NB, Zaitseva NA, Vinogradova MV, Larionova AA,

Kuljamina OS, Dashkova EV, Popovich AE. The Use Of Digital

Technologies To Improve The Quality Of The "Social Taxi"

Services. Modern journal of language teaching methods.2018;

8(5):43-55.

Ethical issue

Authors are aware of, and comply with, best practice in

publication ethics specifically with regard to authorship

[19]Oreshina O, Povorina EV, Vinogradova MV. Adaptation of

Macro-Economic Models to Solving the Problem of Countries

Differentiation in Global Economy. Integration and clustering for

sustainable economic growth. Contributions to Economics,

(avoidance of guest authorship), dual submission,

manipulation of figures, competing interests and compliance

with policies on research ethics. Authors adhere to publication

requirements that submitted work is original and has not been

published elsewhere in any language.

017:441-449.

[

20]Bunakov OA, Zaitseva NA, Larionova AA, Chudnovskiy AD,

Zhukova MA, Zhukov VA. Research on the evolution of

management concepts of sustainable tourism and hospitality

development in the regions. Journal of Sustainable

Development.2015;8(6):39-44.

Competing interests

The authors declare that there is no conflict of interest that

would prejudice the impartiality of this scientific work.

[

21]Zaitseva NA, Larionova AA, Filatov VV, Rodina EE, Zhenzhebir

VN, Povorina EV, Palastina IP. Natural-Resource Potential

Management

Ekoloji,2018;106:495-502.

Region’s

Territorial

Ecosystems.

Authors’ contribution

All authors of this study have a complete contribution for

data collection, data analyses and manuscript writing.

[22]Rusbrand Association. (2019). URL: http://www.rusbrand.com/

(Accessed 17.09.2019)

23]Larionova AA, Tyutyukina EB, Danilov AI, Zaitseva NA,

Ushakova EO, Kunakovskaya IA. Investigation of the factors

determining the investment potential of the tourist industry of the

north Caucasus. Espacios.2018;39(22):13-25.

24]Mayorova AN, Panasenko SV, Nikishin AF, Ivanov GG,

Mayorova EA. Analyzing regional differences in the condition

and development of trade in Russia. Entrepreneurship and

Sustainability Issues.2018;6(2):927-938.

[

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