Измерения бренда в автомобильном ретейле: теоретический и эмпирический анализ
Александровский С.В., Фоменков Д.А.

Аннотация

В статье представлена модель оценки бренда ретейлера на автомобильном рынке, разработанная на основе результатов проведения фокус-групп и опроса потребителей. На основе данной модели выделены факторы (измерения), которые оказывают наибольшее влияние на формирование имиджа ретейлера. Предложенная модель может быть использована в автомобильном ретейле для оценки бренда и планирования рекламной деятельности.

Содержание

Введение

Измерения бренда в ретейле

Альтернативные подходы к оценке бренда ретейлера

Оценка бренда в автомобильном ретейле

Рис. 1. Критерии выбора автосалона

Рис. 2. График «каменистой осыпи»

Таблица 1. Критерии для проверки целесообразности использования факторного анализа

Таблица 2. Повернутая матрица компонент

Рис. 3. Сравнение автосалонов по основным измерениям бренда

Заключение

Таблица 3. Параметры модели

Литература

Таблица 4. Значения коэффициентов модели

Ключевые слова: измерения бренда, оценка бренда, ретейл, автомобильный рынок
Журнал: «Бренд-менеджмент» — №2, 2015 (© Издательский дом Гребенников)
Объем в страницах: 11.
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Александровский Сергей Владимирович

Александровский Сергей Владимирович
к. э. н.
доцент

Доцент кафедры маркетинга НИУ ВШЭ.

г. Нижний Новгород

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Фоменков Денис Александрович

Фоменков Денис Александрович
к. э. н.
доцент

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г. Нижний Новгород

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