A study on the effects of national identity on Far Eastern Russian's evaluation of foreign brands

Abstract

Purpose: The purpose of this study is to investigate the relationship between national identity and Far Eastern Russian consumers’ evaluations of foreign brands. Russia represents a special case, where national identity may also have some influence on consumers’ evaluations of foreign brands due to geographical positioning between Europe and Asia and, therefore, a continuous economic, cultural and political influence from Europe and Asia simultaneously during Russian history. Especially Far Eastern region of Russia can be a unique example of how national identity in different regions of the multinational country can have an effect on consumers’ evaluations of foreign brands. Research design/methodology: A quantitative survey design based on a questionnaire was conducted. Proposed hypotheses are tested by means of using multiple regression analysis. Findings: Drawing on survey data analysis and the estimates of multiple regression analysis, the study shows that the evaluations of foreign brands vary across consumers with different identities. Consumers with European identity exhibit the higher perception of quality, attitudes toward European brands than toward Asian brands, whereas consumers with Asian identity exhibit the higher perception of quality, attitudes, purchase intentions to Asian brands than to European brands. Also findings show that consumers with European identity are indifferent to European brands against Asian brands in terms of purchase intentions. Research limitations: Studies limitations are related to sampling and breadth of scope. Ability to generalize results is limited to one country region setting (Far Eastern region of Russia) and to certain product categories: automobiles and refrigerators. Also selected brands were evaluated only on certain number of customer based brand equity’s dimensions. Managerial implications: Research findings can be useful to Asian and European companies’ managers, who are in charge of redesigning marketing programs, brand positioning and segmentation strategies in Russia. Originality/Value: Impact of national identity on consumers’ evaluation of foreign brands has not been previously studied in Russia. Keywords: national identity, foreign brands, quality, attitudes, purchase intentions. Paper type: Master Thesis.