THE RESEARCH OF SEMANTIC SPACE OF BRAND

THE RESEARCH OF SEMANTIC SPACE OF BRAND

Held socio-psychological analysis of the phenomenon of consumer perceptions of the brand. The author's definition of «consumer perception of the brand», «brand semantic space». The author's projective technique of qualitative social research, aimed at the reconstruction of the semantic spa...

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Detalles Bibliográficos
Autor principal: I. Alexandrova
Formato: article
Lenguaje:RU
Publicado: Publishing House of the State University of Management 2017
Materias:
brand communication
brand
consumer perception
model
categorical structure of individual consciousness
implicit theory of the brand
the semantic space of brand
construct
projective methods of sociology
methodology of qualitative sociological research
Sociology (General)
HM401-1281
Economics as a science
HB71-74
Acceso en línea:https://doaj.org/article/ba28be30d6f24673bbaf9ac8ccfb0142
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https://doaj.org/article/ba28be30d6f24673bbaf9ac8ccfb0142

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