Исследование типов мужественности брендов: что скрывается за понятием «мужественность»
Азар С.

Индивидуальность и гендерная принадлежность бренда;
Мужественность бренда или типы мужественности бренда: аргументы в пользу многомерности конструкта;
Разработка шкалы и проверка ее валидности;
Шаг 1: содержательная валидность, очевидная валидность и создание пунктов;
Шаг 2: изучение аспектов мужественности бренда;
Шаг 3: подтверждающий анализ и сокращение числа пунктов;
Шаг 4: определение обобщаемости АМБ применительно к различным гендерным и продуктовым категориям;
Изучение типов мужественности бренда;
Определение количества кластеров;
Подтверждение классификации;
Обсуждение и выводы;

Ключевые слова: мужественность, индивидуальность бренда, кластерный анализ, разработка шкалы, гендерная принадлежность бренда


В статье рассматриваются природа и структура такого конструкта, как мужественность бренда. Автор предлагает отказаться от традиционного подхода, при котором данный конструкт считается одномерным. Вниманию читателей представляется классификация типов мужественности, полученная в результате проведенных исследований.

Журнал: «Бренд-менеджмент» — №2, 2014 (© Издательский дом Гребенников)
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Азар Салим

Адъюнкт-профессор маркетинга в Университете Сержи-Понтуаз.

г. Сержи-Понтуаз, Франция

Сфера научных интересов — брендинг, маркетинговые исследования и поведение потребителей.