• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Article

Восприятие отечественного и зарубежного брендов одежды российскими потребителями

Антонова Н. В., Кумар А., Солорева М. А.

The differences in perception of Russian and foreign clothing brands by Russian consumers were analyzed. It was found that the image of Russian brands of clothes  was estimated lower than the image of foreign brands in such parameters as "trust", "quality" and "personalization". It was shown that the domestic brands’ image is more complex and includes four factors while the image of foreign brands includes only two. The peculiarities of brand perception which are connected with gender, age and income were also found.