Perception of brands and consumer behavior strategies
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The monograph presents studies conducted by the authors for several years in the field of psychology of consumer behavior. The studies analyze the factors of consumer loyalty and loyalty to the brand, as well as the features of the perception of Russian and foreign brands by Russian consumers. The Russian -language adaptation of the questionnaire for the study of consumer behavior strategies is given, the main strategies for the consumer behavior of Russians are highlighted and the features of their consumer behavior are described compared to foreign consumers. Features of the perception of brands by people with various strategies of consumer behavior are also described.
For students, graduate students and researchers involved in the problems of economic psychology, the psychology of consumer behavior and the psychology of marketing communications
For students, graduate students and researchers involved in the problems of economic psychology, the psychology of consumer behavior and the psychology of marketing communications
Author:
Author:Patosha Olga Ivanovna, Antalya Viktorovna
Cover:
Cover:Hard
Category:
- Category:Business & Money
ISBN:
ISBN:978-5-7598-1588-4
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