The article attempts to build the multifactor model of brand loyalty using the method of structural modeling. Brand image and brand satisfaction are allocated as the main factors of brand loyalty. For primary data collection we used the questionnaire, which was elaborated by authors and included three scales: the brand satisfaction scale, the brand image scale and the scale of brand loyalty. The sample consisted of 206 people. Using the method of structural modeling, the multifactor model of brand loyalty was created. It was found that brand satisfaction mediates the communication between brand image and brand loyalty, it means that when the customer satisfaction is low, the link between brand image and brand loyalty is high. It is also found that the most important components of brand image are the brand reputation, consumer’s image and perceived quality of the brand. The image of organization and the uniqueness of the brand are not decisive for the perception of the brand and are excluded from the model.
Knowledge from different areas (from mathematics to biology and social and economic psychology) is integrated to show that intransitive relations of superiority (like in Rock-Paper-Scissors game) are a wide-spread law in many complex systems. Its ignoring with “blind” following the principle of transitivity (if A>B and B>C then A>С) increases probability of some kinds of cheating. An aim of design of a system of didactic materials helping to comprehend intransitive relations of superiority is discussed. Materials on nontransitivity of superiority of chess positions are introduced and some possibilities of their use are presented.
The problem of conspicuous consumption in Russia is very important, so the study of psychological factors of conspicuous consumption is very relevant. The article touches upon the issue of Self-concept features of conspicuous consumers. Sample consists of 195 participants, 54% are women. The special scale to study the tendency to conspicuous consumption was adopted in this research. The following conclusions are drawn: conspicuous consumers have higher Self-concept clarity, domination of individual characteristics in the self-concept content, higher level of self-esteem.