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Factors Affecting a Brands Perception in Russia


  • Gerasimenko Valentina

    () (Department of Economics, Lomonosov Moscow State University)

  • Ochkovskaya Marina

    () (Department of Economics, Lomonosov Moscow State University)

  • Rybalko Maria

    () (Department of Economics, Lomonosov Moscow State University)


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.

Suggested Citation

  • Gerasimenko Valentina & Ochkovskaya Marina & Rybalko Maria, 2014. "Factors Affecting a Brands Perception in Russia," Working Papers 0007, Moscow State University, Faculty of Economics.
  • Handle: RePEc:upa:wpaper:0007

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    File Function: First version, 2013
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    More about this item


    Brand; brand reputation; brands perception; actual quality; perceived quality; global trends; consumers;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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