Perspectives of Innovations, Economics and Business

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Volume 2
Issue 2
Online publication date 2009-10-09
Title Using cluster analysis in measuring social domain of territorial brand
Author Irina Baskakova, Zlata Stepanova
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
Keywords Territorial brand, brand social dimension, social equilibrium, social effectiveness, territorial and social systems (TSS), clusters, social types
Pages 54-57
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