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Regular version of the site

Book chapter

Образ отечественного и зарубежного бренда одежды.

С. 184-186.
Антонова Н. В., Солорева М. А.

The article analyzes the differences in the images of Russian and foreign clothing brands in the eyes of Russian consumers. The sample consisted of 178 people. We used the technique which was elaborated by V.M.Markova to study the image of brands. The results showed that the image coefficient of Russian brands of clothes (25) is much lower than the image coefficient of foreign brands (63). The most problematic options are the parameters of brand image: "trust", "quality" and "personalization".

In book

М.: Литературное агентство "Университетская книга", 2015.