Trademark Confusion: a Sociological Analysis of the Influence of Consumer Involvement and Competency Factors
| Autor: | Ivan Vladimirovich Batykov |
|---|---|
| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Общество: социология, психология, педагогика. :27-34 |
| ISSN: | 2223-6430 2221-2795 |
| DOI: | 10.24158/spp.2020.10.3 |
| Popis: | The study on the basis of an empirical research ex-amines the impact of consumer involvement in the category of goods or services, as well as consumer competence on the perception of trademarks simi-larity. The sample of the study was randomly divided into a control group and an experimental group. In the control group, respondents were presented with pairs of obviously dissimilar trademarks, and in the experimental group – pairs of obviously similar ones. The method of data analysis was correlation analysis, the results of which indicate that the over-all influence of factors of involvement and compe-tence, which was found in the study, is very small. The results of the study on the whole allow to state the limited influence of factors of consumer in-volvement and competence on the probability of trademarks confusion – both directly and through the identification of producers. However, at the same time, the very weak influence of involvement and the lack of competence influence on the confu-sion probability found in the study do not mean that these factors do not actually have a strong influence on the confusion of trademarks in the minds of con-sumers. The absence of a statistical relationship may be an impetus for further refining the method-ology and rechecking of the hypothesis in subse-quent empirical studies. |
| Databáze: | OpenAIRE |
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