Индивидуальность бренда и ее характеристики
Aaker J.

Аннотация

Несмотря на огромное количество исследований по личной психологии, в которых была предпринята попытка концептуализировать личность человека, определить роль показателей "большой пятерки", выяснить значение каждого из них, тем не менее, параллельных исследований по изучению влияния потребительского поведения на индивидуальность бренда до настоящего времени не было. Таким образом, анализ символического использования брендов в работах и исследованиях потребительского поведения был весьма ограниченным. В данной статье автор попытался разработать теоретическую модель индивидуальности бренда, выяснив количество и природу факторов индивидуальности бренда, в частности, искренности, яркости, компетентности, изысканности и силы. Для того чтобы выяснить факторы индивидуальности того или иного бренда, была разработана специальная шкала измерений. В заключении данной работы обсуждается практическое и теоретическое значение использования брендов.

Содержание

Модель индивидуальности бренда;

Антецеденты индивидуальности бренда;

Измерение индивидуальности бренда;

Что такое индивидуальность бренда?;

Формирование личностных характеристик;

Выбор стимулов;

Метод Респонденты;

Порядок проведения исследования;

Идентификация показателей индивидуальности бренда;

Оценка стабильности показателей индивидуальности бренда;

Идентификация граней;

...;

Символическое использование брендов

в разных культурах;

Журнал: «Бренд-менеджмент» — №2, 2001 (© Издательский дом Гребенников)
Объем в страницах: 14.
Кол-во знаков: около 39,209.

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Aaker Jennifer

Профессор маркетинга Школы управления университета штата Калифорния, Лос-Анджелес (Anderson School of Management, University of California).

Закончила Калифорнийский университет в Беркли. Преподает маркетинг в Стэнфордском университете (Stanford University). Область научных интересов — реклама, брендинг и поведение потребителей. Ее статьи неоднократно публиковались в наиболее авторитетных американских изданиях по маркетингу и исследованиям потребителей. В частности, в Journal of Marketing Research, Journal of Consumer Psychology и Journal of Consumer Research. Кроме того, Дженифер Аакер консультирует компании, специализирующиеся в сфере маркетинговых коммуникаций. .