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Различия восприятия отечественных и зарубежных брендов российскими потребителями
С. 201-203.
Antonova N., Морозова В. Д.
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.
Publication based on the results of:
In book
М. : Литературное агентство "Университетская книга", 2015
Antonova N., Кумар А., Солорева М. А., Институт психологии Российской академии наук. Социальная и экономическая психология 2016 Т. 1 № 3 С. 174-202
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 ...
Added: November 3, 2016
Antonova N., Солорева М. А., В кн. : V Международная научная конференция «Психология индивидуальности»: сборник материалов. : М. : Литературное агентство "Университетская книга", 2015. С. 184-186.
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 ...
Added: December 5, 2015
Antonova N., Кумар А., В кн. : Пятнадцатая международная научно-практическая юбилейная конференция "Экономическая психология: современные проблемы и перспективы развития". 24-27 ноября 2015 г.: Материалы конференции. : СПб. : Изд-во ИМЦ «НВШ-СПб», 2015. С. 25-29.
The article attempts to build the multifactor model of brand loyalty using the method of structural modeling. 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, ...
Added: December 5, 2015
Antonova N., Kumar A., Солорева М. А., В кн. : Бизнес-психология в международной перспективе: коллективная монография. : М. : Университетская книга, 2017. С. 421-431.
В статье анализируются особенности восприятия брендов одежды российскими потребителями. ...
Added: March 5, 2017
Antonova N., Patosha O. I., Социальная психология и общество 2018 Т. 9 № 1 С. 124-143
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 ...
Added: April 25, 2018
Antonova N., Кумар А., Психолого-экономические исследования 2015 Т. 8 № 3 С. 47-61
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 ...
Added: December 2, 2015
Paukova A., Revista da Abordagem Gestáltica - Phenomenological Studies (Бразилия) 2014 Vol. 20 No. 1 P. 128-133
Downshifting phenomenon is regarded as a process of inner choice between two options of personal actualization: personalization and personification. Cultural and social background of such choice is described historically. Some aspects of psychological dynamics of choice are illustrated by examples of different downshifting strategies. ...
Added: September 23, 2014
Artyushina E., Korenkova M., Дряхлова Т. А., В кн. : Социально-экономические преобразования и проблемы. Сборник научных трудов (выпуск 11). Вып. 11.: Н. Новгород : Издательство НИСОЦ, 2021. Гл. 1. С. 4-13.
Added: December 27, 2021
Petrovskaya N., Экономика устойчивого развития 2021 № 1(45) С. 104-107
Purpose: to consider the application of personnel marketing for small businesses. Discussion: the article shows the role of small businesses in providing employment. In the context of large-scale structural and technological changes, it is small businesses have sufficient flexibility and the ability to keep people busy. At the same time, it is very important to ...
Added: September 28, 2022
Kusraeva O., Rebiazina V. A., Старов С. А., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2020 Т. 19 № 1 С. 3-33
Th e paper deals with the analysis of the existing approaches to brand orientation operationalization. Th is research aims to develop and test on empirical data the scale for refl ecting the level of brand orientation development in Russian companies. For this purpose, a mixed empirical study was conducted, consisting of the sequential use of ...
Added: May 20, 2020
Permogorskiy M. S., Журнал практического психолога 2010 № 5 С. 160-172
The article deals with the interesting and insufficiently explored problem of site appraisal in brand research. It defines such terms as “brand”, “trademark”, “goods” and “branding”. It explores the difference between traditional brand and internet-brand. We distinguish factors that improve site positions, and factors that influence the virtual brand perception. Special attention is directed on ...
Added: June 10, 2011
Соловей В. Д., Войтенко Э. М., Gryzunova E. et al., М. : Эксмо, 2016
Книга «Основы PR в бизнесе» — исчерпывающее руководство по вопросам связей с общественностью в бизнесе. Здесь просто, доступно и на современном уровне знаний излагается ключевая информация об основных аспектах PR — таких, как анализ информационного поля, связь PR со средствами массовой информации, организационные типы PR-структур, технология и инструменты связей с общественностью, корпоративная социальная ответственность и ...
Added: August 19, 2016
Romanov V. V., Губанов А. В., Проблемы современной экономики 2011 № 3 С. 171-174
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. ...
Added: September 11, 2012
Antonova N., Морозова В. Д., В кн. : Пятнадцатая международная научно-практическая юбилейная конференция "Экономическая психология: современные проблемы и перспективы развития". 24-27 ноября 2015 г.: Материалы конференции. : СПб. : Изд-во ИМЦ «НВШ-СПб», 2015. С. 25-30.
The problem of brand loyalty is discussed in the article. The relation between concumer's identity and brand personality is considered as a factor of brand loyalty. ...
Added: December 5, 2015
Pelepeychenko J. S., Bogatkina M. S., В кн. : Студенческая жизнь в ГУ-ВШЭ: результаты социологических исследований. : М. : Издательский дом ГУ-ВШЭ, 2006.
Added: October 31, 2013
Antonova N., Кузнецова О. С., В кн. : Экономическая психология: современные проблемы и перспективы развития. Материалы тринадцатой международной научно-практической конференции, 2013. : СПб. : Изд-во ИМЦ «НВШ-СПб», 2013. С. 26-31.
В статье анализируется связь идентичности потребителя и индивидуальности бренда. Показано, что индивидуальность брендов публичного использования в большей степени связаны как с идеальной. так и с реальной идентичностью потребителя, в то время как выбор брендов личного использования детерминирован другими факторами. ...
Added: November 28, 2013
Etko E., Orlov A. B., Вопросы психологии 2016 № 1 С. 123-134
The paper discuss subjectness as an individual characteristic which manifest itself in personalozation and personification as two opposite processes in personal actual genesis. An empirical study was conducted to test a hypothesis on representation of those processes in speech. The study focused on sense fields "Being a personality" (personalization) and "Being oneself" (personification). It was ...
Added: April 17, 2016
Antonova N., Patosha O. I., М. : Издательский дом НИУ ВШЭ, 2017
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 ...
Added: November 11, 2017
Antonova N., В кн. : III Международная научно-практическая конференция "Экономическая психология: прошлое, настоящее, будущее". Ч. 2. Вып. 3.: Саратов : ЦПЭИ СНЦ РАН , 2016. С. 6-13.
В статье анализируются основные результаты исследования восприятия отечественных и зарубежных брендов российскими потребителями. ...
Added: November 3, 2016
Morozova V., Реунова В. А., Россия и Китай: проблемы стратегического взаимодействия: сборник Восточного центра 2020 № 23 С. 60-64
The article focuses on identifying the sociocultural features of promoting Chinese brands in Russia (the case of St. Petersburg). At the same time, the strategy of brand promotion is considered from the standpoint of socio-cultural and cultural-philosophical approaches, which make it possible to identify cross-cultural features of the relationship between the seller and the customer. ...
Added: October 31, 2021
Устинова О. Е., Карпова С. В., Kazakov S. P., Экономика и управление в машиностроении 2019 Т. 66 № 6 С. 37-43
The article discusses the features and problematic issues that arise in brand management, taking into account the research conducted on differences in the emotional connections types among consumers. The article reveals the motivation factors of various consumers segments, primarily through the regular customers motivation analysis. The authors discuss the question of how to estimate the ...
Added: July 21, 2020
Antonova N., В кн. : Бизнес. Общество. Человек: Бизнес-психология - современный ресурс развития организаций. : М. : [б.и.], 2015.
В статье представлены результаты исследования особенностей восприятия российских и зарубежных брендов российскими потребителями. ...
Added: December 5, 2015
Antonova N., Морозова В. Д., Социальная психология и общество 2015 № 4 С. 123-138
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 ...
Added: December 4, 2015