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  • The Country of Origin Effect and the Perception the Brand of Luxury Category on People With Different Levels of Ethnocentrism

The Country of Origin Effect and the Perception the Brand of Luxury Category on People With Different Levels of Ethnocentrism

Student: Berezkina Sofia

Supervisor: Olga I. Patosha

Faculty: Faculty of Social Sciences

Educational Programme: Psychology (Bachelor)

Year of Graduation: 2021

Today, consumers are increasingly paying attention to the country of origin of the goods. Consumers demonstrate their status and prestige, while the situation on the Russian market due to the crisis policy increases the production of domestic products, this increases consumer ethnocentrism. At the same time, the level of consumer ethnocentrism and the perception of luxury products are poorly studied. So, the purpose of this study is to study the effect of the country of origin and the perception of the brand category "luxury" in people with different levels of ethnocentrism. The survey method is used with the applicable SETSCALE and semantic differential tools. The results show that respondents have levels of ethnocentrism and a preference for luxury brands, as well as an assessment of the characteristics of the countries that produce luxury brands.

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