Электронная библиотека
Измерения бренда в автомобильном ретейле: теоретический и эмпирический анализ
Александровский С.В., Фоменков Д.А.
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ВведениеИзмерения бренда в ретейлеАльтернативные подходы к оценке бренда ретейлераОценка бренда в автомобильном ретейлеРис. 1. Критерии выбора автосалонаРис. 2. График «каменистой осыпи»Таблица 1. Критерии для проверки целесообразности использования факторного анализаТаблица 2. Повернутая матрица компонентРис. 3. Сравнение автосалонов по основным измерениям брендаЗаключениеТаблица 3. Параметры моделиЛитератураТаблица 4. Значения коэффициентов модели |
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Александровский Сергей Владимировичк. э. н.
доцент
Доцент кафедры маркетинга НИУ ВШЭ. г. Нижний Новгород
Фоменков Денис Александровичк. э. н.
доцент
Доцент кафедры маркетинга НИУ ВШЭ. г. Нижний Новгород