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PROBLEMS OF MODERN ECONOMICS, N 2 (54), 2015
PROBLEMS OF MARKETING. LOGISTICS
Antoshkin S. I.
PhD student, Chair of Economics of Research and Engineering, St. Petersburg State University

The role of brand in formation of the positive perception of the innovative product on consumer markets (Russia, St. Petersburg)
The article describes specific features in the consumer perception of innovative products, shows the impact of brand upon the consumer reaction to innovative products, and distinguishes conditions under which brand may or may not produce a negative impact upon this reaction
Key words: brand, brand value, brand capital, innovations, innovation production
Pages: 191 - 194


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