During the years of independence, as in all industries, the family business sector has undergone major changes. Due to the fact that the main condition for the transition to market relations is the creation of legal and organizational conditions for the formation of a multi-system economy and a competitive environment, much attention was paid to privatization and the development of entrepreneurship during this period.

Brand loyalty is a critical factor in the success of power brands, as it directly influences customer retention and long-term profitability. This study explores the dynamics of brand loyalty by focusing on the interplay of three key elements: brand image, consumer judgment, and emotional feelings. It examines how these factors interact to shape customers' perceptions and loyalty towards brands, and how marketers can leverage them to strengthen brand equity. Through a combination of qualitative and quantitative research methods, the study uncovers the ways in which brand image influences customer judgment, which in turn affects their emotional connection with the brand. The findings suggest that a strong, positive brand image not only enhances consumer trust but also fosters stronger emotional ties, ultimately driving loyalty. The study concludes with practical recommendations for brand managers on how to strategically manage these elements to build and sustain brand loyalty in an increasingly competitive market.

This study explores the heterogeneous landscape of innovation in female-led businesses through a comparative analysis across multiple countries. By examining the factors influencing innovation in female entrepreneurship, the research identifies both commonalities and unique challenges faced by women entrepreneurs across different cultural, economic, and regulatory contexts. Utilizing a combination of qualitative interviews and quantitative surveys, this study compares female-led businesses in developed and developing economies to understand how gender dynamics, access to resources, and institutional support impact innovative practices. The findings reveal significant variations in the types of innovation pursued, the barriers encountered, and the strategies employed to overcome challenges. Ultimately, the research provides insights into how policymakers, business leaders, and development organizations can foster a more inclusive and supportive environment for female entrepreneurs, thereby promoting innovation and economic growth globally.