Using cluster analysis in measuring social domain of territorial brand Cover Image

Использование кластерного анализа в оценке cоциального измерения бренда территории
Using cluster analysis in measuring social domain of territorial brand

Author(s): Zlata Stepanova, Irina Baskakova
Subject(s): Economy
Published by: Prague Development Center
Keywords: Territorial brand; brand social dimension; social equilibrium; social effectiveness; territorial and social systems (TSS); clusters; social types

Summary/Abstract: Territorial brand has a social dimension reflected in the social equilibrium and measurable with social effectiveness indicators. The paper offers social effectiveness analysis of territory using investigation object “territorial and social systems (TSS)” with their further classification according to social types based on cluster analysis. This method allows the authors to distinct four social types of TSS in Sverdlovsk region in accordance with such characteristics as financial activity, quality of life, social stability and ill-being levels. The results of investigation could be useful for brand policy of territorial authorities.

  • Issue Year: 2/2009
  • Issue No: 2
  • Page Range: 54-57
  • Page Count: 4
  • Language: Russian
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