Communication of Korean Brands with Local Korean Communities in Moscow

Student: Musarov Lev

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

This study examines communication between local korean societies in Moscow and korean brands. The paper consists of three chpters and 2 key reserch blocks: a number of in-depth interviews with representatives of studied businesses and societies, and an online survey implemented by the "snowball" method of people affiliated with korean cilture. According to statistics, trade turnover between the Russian Federation and the Republic of Korea is growing annually. More and more Korean products are appearing in the domestic market. The question of this study is the ambiguity of the role of local Korean communities in promoting Korean brands in Moscow. The proposed hypotheses have been tested. Correlations between brand participation in community life and consumer loyalty have been revealed, as well as the main method of disseminating information about brand products.

Full text (added May 21, 2020)

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