title: Methodology Development and Implementation for the estimation of the brand’s personification on the example of fashion apparel market
metadata.name: dc.contributor.author
metadata.value: Tsoi, Marina E.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Shchekoldin, Vladislav Yu.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Dolgikh, Irina V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-07-05T12:57:12Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-07-05T12:57:12Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2017-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Tsoi M. E., Shchekoldin V. Yu., Dolgikh I. V. 2017. Methodology Development and Implementation for the estimation of the brand’s personification on the example of fashion apparel market. Vestnik of Saint Petersburg University. Management, 2017, vol. 16, issue 1, pp. 115–137.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2017.105
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6712
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The main purpose of the article is developing and implementation of the methodology for estimation of the brand’s personification. In the article the concept of the brand personification based on the scale proposed by Jennifer Aaker is represented. Two knowledge sources and methods are combined to derive an original model of brand’s personification: factor analysis used for latent factor’s extraction and classification methods (ABC-analysis, analytical method) for correlation matrix reduction in order to improve the interpretational properties of the models built. It leads to single some consumer profiles out for three different fashion brands on the local market. For the purposes of research 300 people living in Novosibirsk at the age of 15 to 35 were interviewed on the issue of each brand (N = 900). The people were familiar with the fashion brands under the study. A remote metropolitan area (Novosibirsk) was chosen as quasi-laboratory setting to estimate the brand’s personification models. Research limitations of the study are: the necessity to ensure in sample representativeness; the consistency of allocated consumer profiles with real consumer segments; the necessity to fulfill the prerequisites of factor analysis. Moreover, the results obtained for one local market may not be clearly transferred to the other markets. Practical implications: for each brand the different profiles have been formed. It proves the uniqueness of personification models and the necessity of particular positioning for every certain brand. The results reveal the correspondence between the identified consumer profiles and the apparel collections of manufactured brand owners.
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 16; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand personality
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumer profiles
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: factor analysis
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: ABC-analysis
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: fashion apparel market
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Methodology Development and Implementation for the estimation of the brand’s personification on the example of fashion apparel market
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 06-Tsoy.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6712/1/06-Tsoy.pdf
resources.format: Adobe PDF
resources.size: 264,21 kB