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C/M/1176. Dissertation. How does brand perception depend on brand's country of origin? Attitudes of UK consumers towards Russian brand 1C

WORDS:
11200
DATE:
2009
PRICE:
119.99 GBP

The dissertation looks at the perceptions of foreign brands in the UK and their dependence on the brand’s country of origin. Literature is reviewed on the theory of branding and consumer behaviour. A case study of the Russian brand “1C”, a PC games publisher, is conducted to investigate whether the awareness of British consumers about the brand’s country of origin might influence its performance in the UK market. The methods of the research include secondary data and primary data collected through questionnaires among UK consumers. Conclusions are made about the behaviour of the UK consumers towards the Russian brand 1C. Recommendations are suggested to foreign brand managers to reinforce positive attitudes towards their products in the UK.

 

KEYWORDS: Managing people, Bond Interiors, change, PEST, SWOT, GAP, SAF, 7S,

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