This work analyses the relationship between personal consumer values and the tendency to use the brand name in consumption decisions. We hypothesized that the tendency to use brand name is influenced by consumer values and that there are differences between countries. Although brand name is an important issue in business strategies and brands are very important in the consumers’ lives, there is a little literature about their antecedents. A Web-based survey of two samples in Spain and Russia was carried out. Results show that nine of eleven values have significant effect on the tendency to use brand name. There is no difference between Spaniards and Russians in terms of the degree by which the values contribute to this explanation. There are differences in the values shown by consumers having high and low tendency to use brand name. Some personal values are antecedents of the tendency to use brand name –where there is a void in the literature– and it can help businesses recognize which ones can help in the design of marketing strategy.

The effect of materialism on consumers’ tendency to use the brand name (TBN) as the main criterion in purchasing decisions is analysed along with how this can change depending on the main socio-demographic variables (sex and age). Data from Russian and Spanish consumers are analysed in final samples of 321 (Spain) and 375 (Russia). The design is similar to that of an adaptive sample Web method. For purposes of representativeness, both samples meet the minimum quotas for gender, age and habitat. The results show that different dimensions of materialism affect TBN in different ways and consumers with a high level of TBN also present a higher level of materialism. Firms could use the differences in how materialism influences the TBN of “new” consumers vs. “experienced” ones when developing communication and branding strategies or for international segmentation of markets. The paper also contributes to a deeper understanding of the nature of the demand for brand name products.

In this article we discuss the relation between dermato-venereology and art on examples of some European and Russian paintings from Saratov State Art Museum named after A.N. Radishev. Features of artistic way of depiction cutaneous disorders in different historical periods are presented. Acquaintance with similar works of «artistic diagnostics» may be used in studying process and has cognitive, educational and social value.

Eunomius’ argumentation “from names” should not be simplifi ed and reduced to the statement that names are mystical expressions of the essence of the named or the identifi cation of the lexical meaning as its ontological correlate. In the Apology Eunomius believed that he knew the natures of the Father and the Son, and wanted to a

This article is up to the sound in the N. V. Gogol's early works. The central problem is the exposure and description of sound moments, and also interpretation of their import in the structure of the N.V. Gogol's plots. An analysis of imagery and undertone of all exposed sound moments are represented in this work. The spiritual and descriptive import of sound background is critically comprehended at all levels and forms of literary and artistic entity.(article is published in Russian)

Призыв к романсовому сотворчеству нашёл отклик среди поэтов Союза писателей России. Данный романсовый проект предполагает расширенные публикации в сети национального интернета, выпуск музыкальных дисков и музыкольно-поэтического нотированного альманаха «Венок одного романса». Call for co-creation romansovoy found an echo among the poets of the Russian Writers Union. This project involves extensive romance publication in a national network of the Internet, and the production of music CDs muzykolno notirovannogo poetic anthology "Wreath of one song."

The effect of materialism on consumers’ tendency to use the brand name (TBN) as the main criterion in purchasing decisions is analysed along with how this can change depending on the main socio-demographic variables (sex and age). Data from Russian and Spanish consumers are analysed in final samples of 321 (Spain) and 375 (Russia). The design is similar to that of an adaptive sample Web method. For purposes of representativeness, both samples meet the minimum quotas for gender, age and habitat. The results show that different dimensions of materialism affect TBN in different ways and consumers with a high level of TBN also present a higher level of materialism. Firms could use the differences in how materialism influences the TBN of “new” consumers vs. “experienced” ones when developing communication and branding strategies or for international segmentation of markets. The paper also contributes to a deeper understanding of the nature of the demand for brand name products.

This work analyses the relationship between personal consumer values and the tendency to use the brand name (TBN) in consumption decisions. We hypothesized that TBN is influenced by consumer values and that there are differences between countries. Although Brand name (BN) is an important issue in business strategies and brands are very important in the consumers’ lives, there is a little literature about their antecedents. A Web-based survey asked two samples in Spain and Russia (nSpain=321; nRussia=375) was carried out and have used the Portrait Values Survey and TBN scale. Our results show that nine of eleven values have significant effect on the TBN. There is no difference between Spaniards and Russians in terms of the degree by which the values contribute to this explanation. There are differences in the values shown by consumers having high and low TBN. Some personal values are antecedents of TBN –where there is a void in the literature– and it can help businesses recognize which ones can help in the design of marketing strategy.

this paper analyzes the extent to which the tendency to use the Brand name (tBn) is affected by consumers ethnocentrism (Cet) and is intended to determine whether this influence varies depending on the age or sex. this uses a Web-based survey conducted in two countries (spain and Russia), using an adaptive sampling. data from 321 spanish and 375 Russians were evaluated using the scale of Bristow, dn, schneider KC & schuler, d.K. (2002), to measure the tBn, and the scale of shimp & sharma (1987) for the Cet, checking their invariances. thus we see that the Cet has no influence on tBn, even making discrimination by age or sex. the results refer to two countries with different cultural values and dif- ferent levels of economic development, which offers a new perspective that goes beyond isolated studies on specific countries or manufacturers. the work shows that between the two countries, there are some similar fea- tures compared to Bn and the Cet, serving as input to develop strategies of differentiation and segmentation

The literature on brands has focused on the importance and determinants of their use by consumers and the implications brands have for firms. However, many studies that ana- lyze the tendency of consumers to use the brand name in their purchasing decisions (TBN) do not use any scales that have been proven reliable and valid to measure this TBN. Our study, carried out in Spain and Russia using a web survey system, finds that the existing proposals are not valid and accurate. Confirmatory factor analysis is used for dimension- ality, and a redefined scale with high validity and reliability indices is presented. This scale is invariant in both countries. The empirical data adjust well to Johnson’s SB Distribution.