Роль рекламного воздействия в процессе развития социальной идентичности: «показное потребление»
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.
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.
This article is devoted to the analysis of the key elements of marketing strategies of the Private Wealth Management on the world market. In the article the trends in the traditional product line arisen from the recent crises and the widespread of the principle of «open architecture» are identified. There is also a short description of types of brand creation in Private Wealth Management. The main business models affecting the distribution channels of Private Banking services are considered, and the main approaches to the pricing on the market of Private Banking are presented.