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Brand Management: Deep Semantic Differential of Brand


Oleg Pavlov
(about the author)

Pavlov Oleg Yuryevich – Postgraduate Student, Chair of Management and Marketing, Kursk Institute of Management, Economics and Business, Head of Marketing Department, KurskoeMoloko LLC.

Published in:
Creative Economy
– № 9 / September, 2012



Keywords: brand index, branding, direct ranking, loyalty level, marketing communications, mean-square departure samples profile, scale magnitude index, semantic differential, semantic space, validness


Citation:
Oleg Pavlov (2012). Brand Management: Deep Semantic Differential of Brand. Creative Economy, 6(9), 96-106. — url: http://bgscience.ru/com/lib/951


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Abstract:

Article considers traditional sociological method “Semantic differential”, adopted for measure of nonconscious attitude of respondents to objects for the purpose of study of brand emotional perception.







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