Building foreign brand personalities in Russia the moderating effect of consumer ethnocentrism

Article Abstract:

This research paper describes the effect that Western marketing has upon consumer goods in Russia. Specifically, the following was observed: similarities and differences were observed using the Aaker brand personality scale, brand personalities of Western brands influence brand attitudes in Russia; the effectiveness of Western brand personalities is most important to consumers not highly concerned about where the product originated.

Russia, Ethnocentrism

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Product placement in movies: a comparison of Chinese and American consumers' attitudes

Article Abstract:

This paper compares and contrasts Chinese and U.S. consumer attitudes towards advertisement placements within motion pictures. In general, Chinese consumers were less accepting of product placement than U.S. consumers.

United States, China, Advertising, MOTION PICTURES, Motion Picture and Video Industries, Advertising Activity, Usage, Motion picture industry, Movie industry, Product placement

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Convergence and divergence in consumer behavior: implications for global advertising

Article Abstract:

This paper presents evidence to show that, despite globalization, divergent consumer behavior exists, how culture affects consumer behavior, and how businesses can market their brands internationally.

World, Multinational Corporations, International business enterprises, Globalization

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