The emerging middle class in Russia: Metamorphose of brand perception

Marina Simakova and Yannis Kavounis

This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country.

The emerging middle class in Russia: Metamorphose of brand perception

Marina SimakovaO+K, RussiaYannis KavounisThe Futures Company, UK

INTRODUCTION

Middle class consumers have garnered a high degree of interest from researchers all over the world as they...

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