Building foreign brand personalities in Russia

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


Brand personality is defined as 'the set of human characteristics...

Not a subscriber?

Schedule your live demo with our team today