Имидж российских и зарубежных брендов одежды
The article describes a study of image of Russian and foreign clothing brands among Russians (N = 175) with the help of the scale of semantic differential (SD). Factor analysis showed the differences in the image of Russian and foreign brands of clothing: the domestic brand image is more complex and includes 4 factors, while the image of foreign brands includes 2 factors.
Research is devoted to the study of the brand image of the customer. To compare images of domestic and foreign brands we used two qualitative methods: the method of association and the method of personalization. The theoretical basis of this investigation is the theory of personal identity and psychological aspects of the perception of the brand by the consumer. The theoretical model is based on the mechanism of personification of the brand. The results showed that the image of foreign brands is more differentiated, more masculine and positive. The greatest differences were found in the categories of Quality, Sport, Fashion, Comfort, Price, Nationality.
The monograph presents the studies which have been conducted by the authors over several years in the domain of the psychology of consumer behavior. The studies analyze the factors of consumer loyaltyand brand loyalty as well as the specifics of Russian consumers’ perception of Russian and foreign brands. The book provides the Russian version of a questionnaire designed for studying the strategies of consumer behavior, emphasizes the main strategies of Russian consumer behavior, and describes specific features of Russian consumer behavior in comparison with foreign consumers. The special aspects of brand perceptionin people with various strategies of consumer behavior are also described in the monograph. This monograph is designed for graduate and undergraduate studentsas well as scholars in economic psychology, psychology of consumer behavior, and psychology of marketing communications.
The capacity for transformation and advancement of the world economy itself by a group of countries belonging to the emerging economies has been a topic of intense discussion in world forums. Even as news of the losing shimmer of the emerging economies is being spilled to the world, this is where 80% of the world consumers reside, and, therefore, too important to divert attention from. The theme of the 2014 Annual Conference of the Emerging Marketing Conference Board hosted by Centre for Marketing in Emerging Economies of IIM Lucknow, supported by the Academy of Indian Marketing – Listening to Consumers of Emerging Markets is an eminent testimony to this important fact.
JAGDISH N SHETH, PHD
Emory University Founder, Academy of Indian Marketing
The article describes the results of the research of perception of the domestic and foreign clothing brands by Russian consumers with various strategies of consumer behavior. The study involved 169 people of various ages (m = 24.5 years). Methods of research: a) the method of semantic differential for the analysis of the image of the brand, developed by F.N. Vinokurov; b) an adapted methodology for researching consumer behavior strategies. Based on the obtained results, it is concluded that there are specific features of perception of domestic and foreign brands by Russian consumers with different consumer behavior strategies: 1) the image of the Russian brand is more complicated, includes 5 factors, while the image of the foreign brand includes 3 factors; 2) 8 basic and three generalized strategies of consumer behavior of Russians are singled out, and the content of strategies differs from the content of strategies of foreign consumers; 3) the peculiarities of brand perception in people with different consumer behavior strategies are highlighted, and it is found that the perception of foreign brands is more closely connected with the strategies of consumer behavior than the perception of domestic brands; 4) brand image (primarily such parameters as “reliability” and “positivity” of the brand) is more significant for rational and impulsive consumers and to a lesser extent for brand-dependent ones. The obtained results can be used in the construction of brand communication, as well as a basis for further research of the mechanisms of perception of brands as objects of social cognition.
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".
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.