Using cluster analysis in measuring social domain of territorial brand

Irina Baskakova and Zlata Stepanova

Perspectives of Innovation in Economics and Business (PIEB), 2009, vol. 2, issue 2, 54-57

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 (search for similar items in EconPapers)
JEL-codes: I3 R11 R58 (search for similar items in EconPapers)
Date: 2009
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