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C/M/1217. Dissertation. Impact of brand image on consumer behaviour: case study of Russian brand appeal in UK

WORDS:
10300
DATE:
2009
PRICE:
109.99 GBP

The dissertation investigates the importance of brand image in customer buying behaviour presenting a study of Russian brand appeal in the UK market. Literature is reviewed on the theory of brand and consumer behaviour discussing brand dimensions, the criteria for brand success and failure, the role of the country of brand origin, positive and negative beliefs affecting the brand image, etc. The methods of the research include analysis of secondary data and primary data obtained from semi-structured interviews and questionnaires examining the attitudes of UK consumers and supply chain agents to a Russian PC games publisher 1C. Conclusions are made about UK consumers’ beliefs about Russian brands.

 

KEYWORDS: Dissertation, brand image, consumer behaviour, Russian brand, PC games, IC,

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