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)....