EWoM как среда борьбы брендов и их «двойников»: основные особенности
Еленев К.С., Цыганкова Д.Ю.

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«Двойники» среди брендов

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Общие параметры еwоm как среды существования бренда

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Рис. 1. Эволюция имиджа бренда Botox в процессе конкуренции с «двойником» бренда
Таблица 1. Эволюция определений eWоM

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Таблица 2. Классификация контента eWоM

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Специфика eWоM как механизма укрепления доверия к бренду

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Таблица 3. Факторы влияния на осознаваемое доверие к отзывам о брендах

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Общий подход к борьбе с «двойниками» бренда в системе eWoM
Рис. 2. Последовательность действий по борьбе бренда с «двойником» в системе eWoM

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Заключение
Источники

Ключевые слова: сарафанное радио в Интернете (eWоM), бренд, «двойник» бренда, отзывы потребителей, доверие потребителей, ситуационные стратегии борьбы

Аннотация

В статье рассматриваются особенности использования механизмов сарафанного радио в интернет-среде при возникновении «двойника» бренда — устойчивых представлений о бренде в социальной среде, противоречащих продвигаемому имиджу. Основываясь на анализе обширного числа зарубежных источников, авторы определяют особенности сарафанного радио в Интернете (eWoM) и описывают возможные стратегии реагирования брендов на появление «двойников» в сетевой среде.

Журнал: «Бренд-менеджмент» — №6, 2015 (© Издательский дом Гребенников)
Объем в страницах: 13
Кол-во знаков: около 24,211

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Еленев Константин Сергеевич

Еленев Константин Сергеевич
к. э. н.
доцент

Заместитель директора экспертно-аналитического центра МИРИТ МГТУ «СТАНКИН», доцент кафедры маркетинговых коммуникаций НИУ ВШЭ.

г. Москва

Другие статьи автора 5

Цыганкова Дарья Юрьевна

Цыганкова Дарья Юрьевна

Магистрант кафедры маркетинговых коммуникаций и рекламы в современном бизнесе НИУ ВШЭ.

г. Москва