SOCIAL COMPARISONS AND CATEGORIZATION AS SOCIO-PSYCHOLOGICAL MECHANISMS OF BRAND COMMUNICATION

Abstract

The article presents the results of an empirical study of social comparison and categorization as socio-psychological mechanisms of brand communication. According to the results of the variance analysis, a direct relationship between the intensity of social comparison of respondents with others and themselves as consumers of a brand was established, and loyalty to it, which is especially evident from residents of regions compared to residents of the center of Ukraine. It is shown that the intensity of the processes of social comparison and categorization does not depend on the level of income of the subjects. Prospects for further studies of socio-psychological mechanisms and factors of the brand communication influence on consumer behavior have been determined.