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...

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