The Effect of Foreign Branding on Brand Perception in Russia

This dissertation investigates the effect of foreign branding on brand perception in Russia. It starts from the observation that a host of Russian companies in various product categories market their companies and products under foreign brand names, applying a so-called foreign branding strategy. Being the first academic work on the concept of foreign branding in Russia, this dissertation addresses two central research questions: Firstly, to what extent do Russian companies use foreign branding? And secondly, in how far are the foreign branding strategies of Russian companies effective to enhance their brand perception? Conducting an extensive online survey among 100 Russian consumers, first empirical evidence is found that foreign branding can be regarded as an effective branding strategy for Russian companies, operating in the home appliances, electronics, shoes, fashion and cosmetics market.