Brand Perceptions and Consumer Behavior Strategies
Brand Perceptions and Consumer Behavior Strategies
Book Description
The monograph presents research conducted by the authors over several years in the field of psychology of consumer behavior. The research analyzes the factors of consumer loyalty and brand loyalty, as well as 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 of consumer behavior of Russians are singled out and the features of their consumer behavior are described in comparison with foreign consumers. The features of the perception of brands by people with different strategies of consumer behavior are also described. For students, graduate students and researchers dealing with the problems of economic psychology, the psychology of consumer behavior and the psychology of marketing communications.
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