Взаимосвязь идентичности потребителя и индивидуальности бренда как фактор приверженности к бренду
The article analyzes the relationship between consumer identity and brand personality as a factor of consumer commitment to the brand. We hypothesized that: a) there is a link between consumer’s identity and his preferred brand’s personality; b) the higher the similarity between the consumer’s identity and preferred brand’s personality is, the higher is the brand commitment. The sample included 150 people, aged of 18-25. Methods: the method of J. Aaker was used to study the brand personality, and its modification was used to study the consumer’s identity. The questionnaire of J. Brovkina was used to study brand loyalty. Results: high correlations between consumer’s identity and brand personality were obtained on the scales Ruggedness, Sophistication, Excitement, and high correlations between brand loyalty and deltas of the values of consumer’s identity and brand personality on the same scales were also discovered. On the scales of Competence and Sincerity the correlations were lower, although important as well. Thus, the hypotheses were confirmed: a) it is shown that there is a correlation between consumer identity and brand personality; b) the higher this correlation is, the higher is the commitment to the preferred brand.
In March 2011 scholars met in Prague at the conference Interculturalism, Meaning and Identity. This event revitalised this important theme related to Diversity and Recognition. The terms 'interculturalism' and 'integration' are experiencing a renaissance. As the extent of human movement between nations increases attempts are made to balance cultural difference and social cohesion. In some contexts immigration and settlement policies are becoming more draconian in response. Because of this, interculturalism can take on many meanings. However, pivotal to the way interculturalism is understood is identification. As the relationship between nation, ethnicity and language becomes more complex so too do the ways in which people represent them selves. The cultural resources drawn on and the processes used to form identities are examined in this truly international collection. So too are the implications of these developments for how we theorise culture, meaning and identity.
This paper investigates the language situation in Moscow schools with an ethnocultural component – a new form of national schools. The analysis is based on interviews which were recorded in 2007, in two Moscow schools, one of them with Armenian ethno-cultural component, and the other, with Azeri. The sample included ten students from each school (five boys and five girls).
In the paper the process of linguistic integration of Azeri and Armenian children into modern Russian society is analyzed. The comparison between these two groups is particularly appealing, because the effects of Soviet Russification, and the language situations in general, were different in Armenia and in Azerbaijan. I show that this difference influences the use of language by Azeri and Armenian children.
This chapter proposes an unfolding view of the EU as a sort of post-modern neo-medieval empire, in which narratives of othering towards Central and Eastern Europe preserve their salience.
The article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market.
In this paper we introduce distinction between “ontologically non-fregean” logics and “pragmatically non-fregean” ones; by means of such distinction a classification of non-fregean logics is presented as well. We believe that NFL must be considered as a many-leveled structure; each level taken separately may vary in different way – from classical to non-classical. It is not these levels themselves that we should call “fregean” or “non-fregean”, but the ways they are stuck together within the whole system. The more levels a system has, the more kinds of “fregean” and “non-fregean” we can find in it.
Student, National Research University Higher School of Economics (Nizhniy Novgorod), The article shows the reasons necessitating the evaluation of brand value, discusses the major models of such evaluation used abroad, and describes the instrument that expands the complex assessment of the brand value.
Russian universities are eager to strengthen their competitiveness on Russian and foreign markets via promoting and developing universities’ brands. Evaluation of universities’ current brand position is one of the key strategic goals for Russian universities. Th e purpose of this study is to develop the set of 23 brand personality traits for brand evaluation of Russian uni versities. According to design of the study, one hundred and ninety eight students and graduates evaluated three brands of competitive Russian universities from a large Russian city (Nizhny Novgorod) by the set of personality traits. Based on evaluations, three factors of brand personality for surveyed Russian universities: «Trendy», «Expert», «Outgoing» were found. Th e study utilized a limited sample. Future studies should include more universities from other Russian cities for generalization of research fi ndings. Brand personalities of three Russian universities were evaluated and compared through identifi ed factors. Applications of observed traits and factors exist in fi elds of strategic brand management, positioning and promotion of Russian universities.
The distractive effects on attentional task performance in different paradigms are analyzed in this paper. I demonstrate how distractors may negatively affect (interference effect), positively (redundancy effect) or neutrally (null effect). Distractor effects described in literature are classified in accordance with their hypothetical source. The general rule of the theory is also introduced. It contains the formal prediction of the particular distractor effect, based on entropy and redundancy measures from the mathematical theory of communication (Shannon, 1948). Single- vs dual-process frameworks are considered for hypothetical mechanisms which underpin the distractor effects. Distractor profiles (DPs) are also introduced for the formalization and simple visualization of experimental data concerning the distractor effects. Typical shapes of DPs and their interpretations are discussed with examples from three frequently cited experiments. Finally, the paper introduces hierarchical hypothesis that states the level-fashion modulating interrelations between distractor effects of different classes.
This article describes the expierence of studying factors influencing the social well-being of educational migrants as mesured by means of a psychological well-being scale (A. Perrudet-Badoux, G.A. Mendelsohn, J.Chiche, 1988) previously adapted for Russian by M.V. Sokolova. A statistical analysis of the scale's reliability is performed. Trends in dynamics of subjective well-being are indentified on the basis the correlations analysis between the condbtbions of adaptation and its success rate, and potential mechanisms for developing subjective well-being among student migrants living in student hostels are described. Particular attention is paid to commuting as a factor of adaptation.