title: Influence of Print Advertising on the Perception of Shalimar Perfume (1925-2010)
metadata.name: dc.contributor.author
metadata.value: Andreyeva, Aliona N.
metadata.name: dc.date.accessioned
metadata.value: 2014-02-18T14:42:42Z
metadata.name: dc.date.accessioned
metadata.value: 2014-03-17T05:42:31Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2014-02-18T14:42:42Z
metadata.name: dc.date.available
metadata.value: 2014-03-17T05:42:31Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2010
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/848
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/848
metadata.lang: -
metadata.name: dc.description
metadata.value: Full text in Russian. Executive summary in English is available at pp. 43.
metadata.name: dc.description.abstract
metadata.value: In this working paper the attempt of the analysis of print advertising influence on the perception of Shalimar brand (belongs to the French perfumery-cosmetic giant Guerlain) is undertaken. Whether Shalimar brand identity was supported by advertising communications throughout 85 years or on the contrary - destroyed a legend of the French perfumery? Answers to these questions are supported by results of original research of consumer perception of brand advertising by a method of semantic differential.
metadata.lang: ru
metadata.name: dc.language.iso
metadata.value: Russian
metadata.lang: ru
metadata.name: dc.publisher
metadata.value: Graduate School of Management, Saint Petersburg State University
metadata.name: dc.relation.ispartofseries
metadata.value: Working paper; #16 (R)-2010
metadata.name: dc.subject
metadata.value: Print Advertising
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Brand Perception
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Brand Personality
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Brand Identity
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Brand Image
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Shalimar
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Guerlain
metadata.lang: ru
metadata.name: dc.subject
metadata.value: LVMH
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Semantic Differential
metadata.lang: ru
metadata.name: dc.subject
metadata.value: печатная реклама
metadata.lang: ru
metadata.name: dc.subject
metadata.value: восприятие бренда
metadata.lang: ru
metadata.name: dc.subject
metadata.value: личность бренда
metadata.lang: ru
metadata.name: dc.subject
metadata.value: идентичность бренда
metadata.lang: ru
metadata.name: dc.subject
metadata.value: имидж бренда
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Shalimar
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Guerlain
metadata.lang: ru
metadata.name: dc.subject
metadata.value: LVMH
metadata.lang: ru
metadata.name: dc.subject
metadata.value: семантический дифференциал
metadata.lang: ru
metadata.name: dc.title
metadata.value: Influence of Print Advertising on the Perception of Shalimar Perfume (1925-2010)
metadata.lang: ru
metadata.name: dc.title.alternative
metadata.value: Влияние печатной рекламы на восприятие бренда Shalimar (1925-2010)
metadata.lang: ru
metadata.name: dc.type
metadata.value: Working Paper
metadata.lang: ru
metadata.name: dc.contributor.altauthor
metadata.value: Андреева, А. Н.
resources.filename: 16(R)_2010.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/848/1/16%28R%29_2010.pdf
resources.format: Adobe PDF
resources.size: 2,78 MB