title: Branding and modification of consumer behavior during the cardinal transformation of economy
metadata.name: dc.contributor.author
metadata.value: Cherenkov, Vitally I.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Karpova, Svetlana V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Tanichev, Alexander V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2020-12-17T11:49:12Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2020-12-17T11:49:12Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2020-09
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Cherenkov V. I., Karpova S. V., Tanichev A. V. 2020. Branding and modification of consumer behavior during the cardinal transformation of economy. Vestnik of Saint Petersburg University. Management 19 (3): 285–315.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2020.301
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/21703
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: By applying the thesis about branding as a modificer of consumer behavior under the impact of
  cardinal changes of the world economy this paper extends our understanding of branding dualism that could lead to sustainable consumption as well as to unsustainable one. The purpose
  of this paper is to provide knowledge about impacts of two megatrends of the modern world
  economy on consumer behavior while the world/domestic product market is transforming into
  the simulacra market, and to contribute to the current discourse about marketing ideology (in
  other terms — consumerism), irrational consumption, and overconsumption that are stemmed
  from the profit-oriented marketing wherein the branding plays a role of the powerful booster of
  unsustainable consumption. Finally, an appeal to academia has been made to search for effective
  ways to apply branding tools for achieving the goal of sustainable consumption and production.
  Thematic content analysis explores multiple (mainly international) sources focused on topics of
  sustainable development, digital transformation, semiotics and emerging simulacrum market,
  dualism of branding, marketing ideology and consumerism related to modifying the model of
  consumer behavior. These sources were analyzed through a sustainable development goals lens.
  Th e research has identified two directions of the branding impact on consumer behavior due to the phenomenon of branding dualism — towards the sustainable consumption or vice versa depending on accepting or rejecting the sustainability branding strategy, respectively. By applying
  semantic concepts, the simulacra market paradigm diff erent from the real market paradigm is
  used to assess contemporary changes in consumer behavior. This unconventional investigation
  into the branding dualism, including the impact of the above-mentioned trends on it, extends
  the understanding of the marketing up to the sphere of consumer society ideology and highlights
  the importance of sustainability branding for achieving the goal of sustainable consumption.
  By integrating semantics concepts into the marketing discipline, this paper explores the dual
  role of branding in modifying the model of consumption under the impact of world economy
  megatrends and provides suggestions for business and academia about how best to overcome
  perceived barriers to sustainable consumption. These insights have relevance to dissimilarities
  between social consequences of branding in the frame of micromarketing and macromarketing or macrosocial marketing and could help alter consumption practices to make them more
  sustainable.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: The article has been prepared based on the findings of research carried out at the expense of budgetary
  funds on a state order to the Financial University under the Government of the Russian Federation in 2020.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 19; Issue 3
metadata.lang: -
metadata.name: dc.subject
metadata.value: branding
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: sustainability brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: ideology
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumerism
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: megatrend
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumer behavior
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: simulacra
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: sustainable development
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: digital transformation
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Branding and modification of consumer behavior during the cardinal transformation of economy
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 285-315.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/21703/1/285-315.pdf
resources.format: Adobe PDF
resources.size: 431,36 kB