Электронная библиотека
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» брендаТаблица 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 eWoMРис. 2. Последовательность действий по борьбе бренда с «двойником» в системе eWoM | |
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ЗаключениеИсточники |
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Еленев Константин Сергеевичк. э. н.
доцент
Заместитель директора экспертно-аналитического центра МИРИТ МГТУ «СТАНКИН», доцент кафедры маркетинговых коммуникаций НИУ ВШЭ. г. Москва
Цыганкова Дарья Юрьевна
Магистрант кафедры маркетинговых коммуникаций и рекламы в современном бизнесе НИУ ВШЭ. г. Москва