Consumers' Attitudes toward Products and Associated Marketing Unethicality as Predictors of Buying and Using Preferences: The Case of Russia

Consumers' Attitudes toward Products and Associated Marketing Unethicality as Predictors of Buying and Using Preferences : The Case of Russia

Kvasova, Olga (author)

Informa UK Limited, 2012
2012
English.
In: Journal of East-West Business. - : Informa UK Limited. - 1066-9868 .- 1528-6959. ; 18:2, s. 95-131

Related links:: https://urn.kb.se/re...; show more...; https://doi.org/10.1...; show less...

Abstract Subject headings

This study examines (1) the differences in Russian consumers' attitudes toward European and domestic household goods and associated unethicality of firms' marketing practices, as well as the differences in consumers' buying and using preferences and (2) the effect of consumers' attitudes toward the products and associated marketing efforts on their buying and using preferences. The findings indicate that country of origin has a substantial effect on the attitudes of Russian consumers toward all product/marketing cues examined, whereas consumers' attitudes toward products and associated marketing unethicality are important determinants of their buying/using preferences. Implications and future research directions are discussed.

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

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