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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Bibliographic Details
Main Author: I. Alexandrova
Format: Article
Language:English
Published: Publishing House of the State University of Management 2017-01-01
Series:Вестник университета
Subjects:
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
Online Access:https://vestnik.guu.ru/jour/article/view/575
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