Sociologicalapproach in marketingat brand formation


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



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Abstract - 37


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