Record Details

Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

Journal of Eastern European and Central Asian Research

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Field Value
 
Title Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand
 
Creator Skorobogatykh, Irina Ivanovna; Plekhanov Russian University of Economics
Saginova, Olga; Plekhanov Russian University of economics
Musatova, Zhanna; Plekhanov Russian University of Economics
 
Subject marketing, consumer behavior, luxury branding
brand perception, luxury brands, fashion industry, Burberry brand, brand image, brand associations, cross-cultural influence
HF5410-5417, HD2709-2930.7
 
Description With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxury brands in the fashion industry, through an exploratory study of consumers’ perception of the Burberry brand in the UK and Russia.
 
Publisher Institute of Eastern Europe and Central Asia
 
Date 2014-03-10
 
Type info:eu-repo/semantics/article
Peer-reviewed Articles
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://ieeca.org/journal/index.php/JEECAR/article/view/47
10.15549/jeecar.v1i1.47
 
Source Journal of Eastern European and Central Asian Research (JEECAR); Vol 1, No 1 (2014): Journal of Eastern European and Central Asian Research; 7
 
Language eng
 
Relation http://ieeca.org/journal/index.php/JEECAR/article/view/47/34
 
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