Factors Affecting a Brands Perception in Russia

Valentina Gerasimenko (), Marina Ochkovskaya () and Maria Rybalko

No 7, Working Papers from Moscow State University, Faculty of Economics

Abstract: This paper demonstrates the importance of a high perceived quality for brands and delves into ways for strengthening it, as well as examining the global trends which affect a consumers decision, particularly in the Russia. Taking into account these trends, the authors study the factors behind a positive effect on the brands perception in Russia and present ways to transform the high actual quality in the perceived one. The findings from different groups analyses carried out on female and young (students) consumers show the specific of global trends implementation in Russia. In addition, the analyses confirm the efficiency of ways for strengthening the perceived quality of brands.

Keywords: Brand; brand reputation; brands perception; actual quality; perceived quality; global trends; consumers (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 11 pages
Date: 2014-01
New Economics Papers: this item is included in nep-cis, nep-ipr, nep-pr~, nep-mkt and nep-tra
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econ.msu.ru/sys/raw.php?o=24451&p=attachment First version, 2013 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:upa:wpaper:0007

Access Statistics for this paper

More papers in Working Papers from Moscow State University, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Gregory Kalyagin ().