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Creative Economy
Article . 2012
Data sources: CyberLeninka - Russian open access scientific library
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Бренд-менеджмент: Глубинный семантический дифференциал бренда

descriptionPublicationkeyboard_double_arrow_right Article 01 Jan 2012 Russian Publisher:Общество с ограниченной ответственностью Издательство «Креативная экономика»Journal:Креативная экономика (issn: 1994-6929, eissn: 2409-4684 , Copyright policy )

Бренд-менеджмент: Глубинный семантический дифференциал бренда

Abstract

Рассмотрена традиционная социологическая методика «Семантический дифференциал», адаптированная для измерения бессознательного отношения респондентов к объектам с целью изучения эмоционального восприятия брендов.

Article considers traditional sociological method "Semantic differential", adopted for measure of nonconscious attitude of respondents to objects for the purpose of study of brand emotional perception.

Keywords

СЕМАНТИЧЕСКИЙ ДИФФЕРЕНЦИАЛ,SEMANTIC DIFFERENTIAL,ИНДЕКС БРЕНДА,BRAND INDEX,КОЭФФИЦИЕНТ ЗНАЧИМОСТИ ШКАЛЫ,SCALE MAGNITUDE INDEX,УРОВЕНЬ ЛОЯЛЬНОСТИ,LOYALTY LEVEL,СРЕДНЕКВАДРАТИЧНОЕ ОТКЛОНЕНИЕ,ПРОФИЛЬ ОБРАЗЦОВ,MEAN-SQUARE DEPARTURE SAMPLES PROFILE,СЕМАНТИЧЕСКОЕ ПРОСТРАНСТВО,SEMANTIC SPACE,ПРЯМОЕ РАНЖИРОВАНИЕ,DIRECT RANKING,ВАЛИДНОСТЬ,МАРКЕТИНГОВЫЕ КОММУНИКАЦИИ,MARKETING COMMUNICATIONS,БРЕНДИНГ,BRANDING,VALIDNESS

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
bronze