Open AccessComparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand
Author(s) -
Ирина Скоробогатых,
Olga Saginova,
Жанна Мусатова
Publication year - 2014
Publication title -
journal of eastern european and central asian research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.223
H-Index - 5
eISSN - 2328-8280
pISSN - 2328-8272
DOI - 10.15549/jeecar.v1i1.47
Subject(s) - brand management , perception , business , brand extension , consistency (knowledge bases) , advertising , brand equity , marketing , profitability index , brand awareness , globalization , exploratory research , corporate branding , brand image , economics , psychology , sociology , market economy , geometry , mathematics , finance , neuroscience , anthropology
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.