Actual problems of innovative economy and law

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Brand formation of a gas distribution network operator under consumer market volatility: approaches, components, stages, and effects on consumer trust

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УДК: 658.8:662.767

DOI: https://doi.org/10.36887/2524-0455-2025-6-31

Pavlova Olena
Doctor of Economics, Professor, Head of the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0002-8696-5641
Pavlov Kostiantyn
Doctor of Economics, Professor, Professor of the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0003-2583-9593
Mokhniuk Anna
PhD in Economics, Associate Professor, Associate Professor at the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0001-5583-6698
Samoilenko Bohdan
PhD, Doctoral researcher
Lesya Ukrainka Volyn National University
https://orcid.org/0009-0006-2380-314X
Zhovkovska Tetiana
Doctor of Economics, Associate Professor Director
Chortkiv Professional College of Economics and Entrepreneurship, Chortkiv Professional College of Economics and Entrepreneurship, Western Ukrainian National University
https://orcid.org/0000-0003-3675-3330

Published: 27.11.25

Gas distribution network operators operate in a regulated environment and increasingly face instability in the consumer sector, caused by fluctuations in solvency, changing energy-use patterns under the energy transition and electrification, and heightened sensitivity to billing transparency and service responsiveness. Under such conditions, consumer trust becomes a key intangible factor of resilience, and the brand acts as an instrument for managing expectations and interaction risks. Purpose. This article aims to develop an integrated approach to building the brand of a gas distribution network operator as a tool for managing consumer trust and to identify measurable trust indicators reflected in customer behaviour and service performance. The research relies on the analysis and synthesis of academic and applied sources on branding and trust in public and infrastructure services, a comparative review of consumer-based brand equity models, and logical-structural modelling to adapt branding stages to the specific requirements of a regulated critical-infrastructure operator. The study shows that, in gas distribution, brand strength is expressed primarily through predictable procedures and reliable interaction at customer touchpoints rather than through competitive choice. The paper systematises trust-forming brand components: service standards in key channels (service centres, call centres, online customer accounts), transparency in procedures and billing, consistent communication (including crisis messaging), and digital solutions supported by reputational assurances of safety and reliability. Trust is measured by indicators such as the share of requests handled through official channels, uptake of digital services, repeat/conflict requests, compliance with response times, and reputation stability during crisis periods. These indicators are integrated into a staged branding framework aimed at ongoing service and communication improvement, enabling the operator to reduce uncertainty and interaction risks under consumer market volatility.

Keywords: brand; gas distribution network operator; brand concept; consumer trust; customer experience; digital services; reputational resilience; regulated infrastructure service.

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Quote article, APA style

Pavlova O. , Pavlov K. , Mokhniuk A. , Samoilenko B. , Zhovkovska T. Brand formation of a gas distribution network operator under consumer market volatility: approaches, components, stages, and effects on consumer trust. Actual problems of innovative economy and law. 2025. №6. 138-145 pp. https://doi.org/10.36887/2524-0455-2025-6-31

Quote article, MLA style

Pavlova O. , Pavlov K. , Mokhniuk A. , Samoilenko B. , Zhovkovska T. Brand formation of a gas distribution network operator under consumer market volatility: approaches, components, stages, and effects on consumer trust. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2025-6-31