Features of brand perception by people with different strategies of consumer behavior



The article describes the results of the research of perception of the domestic and foreign clothing brands by Russian consumers with various strategies of consumer behavior. The study involved 169 people of various ages (m = 24.5 years). Methods of research: a) the method of semantic differential for the analysis of the image of the brand, developed by F.N. Vinokurov; b) an adapted methodology for researching consumer behavior strategies. Based on the obtained results, it is concluded that there are specific features of perception of domestic and foreign brands by Russian consumers with different consumer behavior strategies: 1) the image of the Russian brand is more complicated, includes 5 factors, while the image of the foreign brand includes 3 factors; 2) 8 basic and three generalized strategies of consumer behavior of Russians are singled out, and the content of strategies differs from the content of strategies of foreign consumers; 3) the peculiarities of brand perception in people with different consumer behavior strategies are highlighted, and it is found that the perception of foreign brands is more closely connected with the strategies of consumer behavior than the perception of domestic brands; 4) brand image (primarily such parameters as “reliability” and “positivity” of the brand) is more significant for rational and impulsive consumers and to a lesser extent for brand-dependent ones. The obtained results can be used in the construction of brand communication, as well as a basis for further research of the mechanisms of perception of brands as objects of social cognition.

General Information

Keywords: brand, brand perception, brand image, consumer behavior strategies

Journal rubric: Empirical Research

Article type: scientific article

DOI: https://doi.org/10.17759/sps.2018090109

For citation: Antonova N.V., Patosha O.I. Features of brand perception by people with different strategies of consumer behavior. Sotsial'naya psikhologiya i obshchestvo = Social Psychology and Society, 2018. Vol. 9, no. 1, pp. 124–143. DOI: 10.17759/sps.2018090109. (In Russ., аbstr. in Engl.)


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Information About the Authors

Natalia V. Antonova, PhD in Psychology, Associate Professor, National Research University “Higher School of Economics”, Moscow, Russia, ORCID: https://orcid.org/0000-0001-9009-1388, e-mail: nvantonova@hse.ru

Olga I. Patosha, PhD in Psychology, Associated Professor, National Research University Higher School of Economics, Moscow, Russia, e-mail: o.patosha@gmail.com



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