204 0

Multiple Collective Identities of Far Eastern Russians and Their Choice of Asian versus European Brands

Title
Multiple Collective Identities of Far Eastern Russians and Their Choice of Asian versus European Brands
Author
한충민
Keywords
Asian identity; brand choice; collective identity; European identity; Far Eastern Russia; Russia
Issue Date
2015-07
Publisher
Haworth Press
Citation
Journal of International Consumer Marketing, v. 27, NO 5, Page. 403-413
Abstract
The purpose of this study is to empirically examine multiple collective identities that coexist with consumers in Far Eastern Russia and the effects of these identities on their choice of Asian versus European brands. Our study investigated Asian, European, and Russian collective identities. Surveys were conducted with 311 individuals in Vladivostok and Khabarovsk to assess their brand choice for eight Asian and European brands of two consumer durables. The findings of this study show that collective identity can affect Russian consumers in their brand choice. More importantly, the findings suggest that the effect of collective identity can be extended to consumer choice between Asian and European brands. In addition, our findings support the coexistence of multiple identities for consumers in Far Eastern Russia and suggest a consumer tendency of choosing a brand that reflects a relatively stronger collective identity vis-à-vis others. This result is in agreement with Risse (2003) and Medrano and Gutiérez (2001), who contended for the coexistence of multiple identities and their influences in social behavior. Finally, marketing implications for international marketers are discussed as to their competitive strategy against other foreign brands. Copyright © 2015 Taylor & Francis Group, LLC.
URI
http://www.tandfonline.com/doi/full/10.1080/08961530.2015.1027027?scroll=top&needAccess=truehttp://hdl.handle.net/20.500.11754/26053
ISSN
0896-1530; 1528-7068
DOI
10.1080/08961530.2015.1027027
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE