Perceiving Brand's Personality: Gender Aspects.
The investigation was devoted to perception of brand personality by Russian young people. The investigation was based on J.Aaker’s model of brand personality. The given research has shown the action of the personification mechanism at perception of brand personality. The research hypotheses have proved to be true: a) gender distinctions influence the perception of brand; b) for the consumer the brand is a prototype of the person using the given brand.