Building foreign brand personalities in Russia

Kjell Gronhaug and Magne Supphellen

Based on a survey of Western brands in Russia, three contributions are offered to the literature on international brand-building.

Building Foreign Brand Personalities In Russia

The moderating effect of consumer ethnocentrism

Magne SupphellenandKjell GrnhaugNorwegian School of Economics and Business Administration

INTRODUCTION

Brand personality is defined as 'the set of human characteristics associated with a brand' (Aaker 1997, p. 347). According to Aaker, consumers naturally imbue brands with human characteristics. For example, Marlboro is described as rugged and outdoorsy, whereas Chanel is considered to be sophisticated and glamorous. By using these brands, consumers display certain characteristics about themselves to others, and their own self, and thus obtain social recognition and maintain and develop their identities (Belk 1988)....

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