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Article

Бренды различных типов как инструмент формирования эмоциональных связей компании с потребителями

Пирогова Ю. К., Выщеревич Я. И.

The article provides the analysis of strength and nature of emotional bonds between consumers and corporate, product and personal brands of different companies. Based on the survey of respondents involved in groups of brands in social network Vkontakte the authors consider the impact of each of three types of brands on emotional bonds with consumers creation.