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


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.



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
Журнал: «Бренд-менеджмент» — №2, 2014 (© Издательский дом Гребенников)
Объем в страницах: 19.
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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.