The possibility of applying the notion of «social attitude» when studying the marketing category «brand» is discussed.
It is shown that the brand can be considered as a fixed consumers attitude to a trademark. Consequently, in
the study of brands it is possible to use psychological notions regarding the attitude structure, the factors contributing
to its formation, evaluation methods and results interpretation schemes. The article presents comparative analyses of
MTS and Beeline brands to illustrate the results of psychological approach.
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