文章基本信息

标题：Brand perception in the function of strong brand formation
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作者：Milan Stamatović ; Danko Damjanović ; Nebojša Zakić 等
期刊名称：African Journal of Marketing Management
电子版ISSN：2141-2421
出版年度：2011
卷号：3
期号：6
页码：105-114
语种：English
出版社：Academic Journals
摘要：The paper represents a part of the research regarding the consumers’ perception of the brands’ attributes. In the research, two test specimens were used. The selection of 35 attributes capable for describing the brands was made using the first, smaller specimen, and the second specimen, which included 1180 examinees, was used to determine the perception intensity of the attributes when the examinees favourite brands are concerned. On this occasion, the research results regarding the brands’ attributes marked as the most desirable by the examinees will be presented. These attributes are useful, urban, practical, creative and global.Perception intensity of the mentioned attributes is shown with respect to the examinees sex and age, the luxury of the brand and brand’s industry.
关键词：Brand perception;marketing strategy;branding process;brand attributes