Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

Authors

  • Irina Ivanovna Skorobogatykh Plekhanov Russian University of Economics
  • Olga Saginova Plekhanov Russian University of economics
  • Zhanna Musatova Plekhanov Russian University of Economics

DOI:

https://doi.org/10.15549/jeecar.v1i1.47

Keywords:

brand perception, luxury brands, fashion industry, Burberry brand, brand image, brand associations, cross-cultural influence

Abstract

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 marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxury brands in the fashion industry, through an exploratory study of consumers’ perception of the Burberry brand in the UK and Russia.

Author Biographies

Irina Ivanovna Skorobogatykh, Plekhanov Russian University of Economics

Holds a PH.D and a Doctor of Sciences Degrees in Marketing, authored several books and articles on luxury brand management and evolution of marketing thought in Russia. Currently is Professor and Head of Marketing Department at Plekhanov Russian University of Economics in Moscow, Russia.

Olga Saginova, Plekhanov Russian University of economics

Holds a PH.D and a Doctor of Sciences Degrees in Marketing, authored several books and articles on marketing of higher education, cross-cultural marketing and sustainable development. Currently is Professor and Head of Comparative Economics and Entrepreneurship Department at Plekhanov Russian University of Economics in Moscow, Russia.

Zhanna Musatova, Plekhanov Russian University of Economics

Holds aPh.D. in Marketing, authored several articles on marketing efficiency and marketing research. Currently is Associate Professor and deputy Head of Marketing Department at Plekhanov Russian University of Economics in Moscow, Russia.

 

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Published

2014-03-09

How to Cite

Skorobogatykh, I. I., Saginova, O., & Musatova, Z. (2014). Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand. Journal of Eastern European and Central Asian Research (JEECAR), 1(1), 7. https://doi.org/10.15549/jeecar.v1i1.47