Perception and Consumption of Global Luxury Brands in Russia and Romania: Comparative Cross-Cultural Aspects
Perception and Consumption of Global Luxury Brands in Russia and Romania: Comparative Cross-Cultural Aspects
Author(s): Marina OCHKOVSKAYASubject(s): Marketing / Advertising
Published by: Asociatia Romano-America a Managerilor de Proiect pentru Educatie si Cercetare
Keywords: luxury brands; conspicuous consumption; connoisseur and star luxury brands; Russia; Romania
Summary/Abstract: The present paper compares the luxury consumption in Russia with that in the post-‑communist countries of the former Soviet bloc. The aim of this research is to find out the common and specific about an attitude to global luxury brands in Russia and Romania. We investigate the motives for buying luxury brands in these two countries, Furthermore, the portrait of an average luxury consumer in Russia and Romania is introduced and analyzed in the study.
Journal: Management Dynamics in the Knowledge Economy
- Issue Year: 3/2015
- Issue No: 2
- Page Range: 279-299
- Page Count: 21
- Language: English