Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market: a study from Russia

Consumer ethnocentrism is considered an important barrier to consumption in the global marketplace. Although the concept of consumer ethnocentrism has been investigated over many years in developed markets, there is little research addressing the mitigation of consumer ethnocentrism in transitional economies,which are becoming increasingly important in the global marketplace.

Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market: a study from Russia

Marina Puzakova, Hyokjin Kwak and Trina Larsen Andras

Drexel University

Introduction

In an era of increasing globalisation, comprehending consumer behaviour in the international marketplace is a central challenge for international companies. International business transactions have skyrocketed; for example, US goods and services exports increased to $1.82 billion in 2008, demonstrating a 95.8% growth over a ten-year period (Bureau of Economic Analysis 2008). Western companies are increasingly entering developing markets in the Middle East and the Asia-Pacific region (Kaynak & Kara...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands