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 article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market.
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.
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.