Sociologicalapproach in marketingat brand formation

Abstract


Sociological information plays an important role for modern marketing, as well as supporting an effective methods of psychological impact on consumer: individual, corporate, social - group. Sociological knowledge allows to build a system of priorities (values), connecting with needs and interests of the society in general and other social groups separately, which are formed in brand after. Social results, received during a research performed, reflect an importance of an advertising while the process of purchase and confirm a mechanism of creating a brand's image with the help of formation status groups.

About the authors

A V Merkulova

Email: nastamer@mail.ru

References

  1. Васильева М., Надеин А. Бренд: сила личности/М.Васильева, А.Надеин/. - СПб.: Питер, 2003. - 208 с.
  2. Краева И.А. Бренд как ценность покупательского поведения. «Социология», № 1, 2005. - стр. 200.
  3. Почепцов Г.Г. Теория коммуникации./Г.Т.Почепцов./ - М: Рефл-бук, К.: Ваклер-2001. - 656 с.

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