Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand
With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
IEECA
2014-03-01
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| Series: | Journal of Eastern European and Central Asian Research |
| Subjects: | |
| Online Access: | https://ieeca.org/journal/index.php/JEECAR/article/view/47 |