JEL Classification: M31; M37 DOI: https://doi.org/10.31521/modecon.V39(2023)-21 Alona Tanasiichuk, Doctor of Economics, Professor, Professor of the Department of Marketing and Advertising, Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Vinnytsia, Ukraine ORCID ID: 0000-0002-7967-0239 e-mail: a.tanasiichuk@vtei.edu.ua Iryna Polishchuk, Doctor of Economics, Associate Professor of the Department of Marketing and Advertising, VinnytsiaRead more