title: Consumer  behaviour towards Russian brands of foreign FMCG companies
metadata.name: dc.contributor.author
metadata.value: Nazarova, Varvara V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Churakova, Iya Yu.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Kurilov, Bogdan N.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Titova, Daria D.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2023-06-20T18:38:21Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2023-06-20T18:38:21Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2022-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Nazarova V. V., Churakova I. Yu., Kurilov B. N., Titova D. D. 2022. Consumer  behaviour towards Russian brands of foreign FMCG companies. Russian Management Journal 20 (4): 546–565. https://doi.org/10.21638/spbu18.2022.405
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu18.2022.405
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/41648
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Goal: this study aims to explore the existent theoretical concepts that may explain the behavioural response of consumers in relation to various cross-categorical fast-moving consumer goods brands that constitute brand portfolios of international FMCG corporations. Namely, these concepts include the halo error, foreign-local bias, country-of-origin effects. The research grasps if changes in the consumer attitude exist when it comes to misidentification of brands by country of origin (the outcome from foreign-local bias), which is resulted by the occurrence of halo effect.
  
  Methodology: the research suggests quantitative methodology to explore the customer viewpoints. The data was collected through online structured interviews with ordinary visitors of grocery shopping malls, analysed and interpreted under the structural equation modelling statistical technique.
  
  Findings: from the customer standpoint, the research suggests that Russian consumer experience halo effect from the pseudo-local FMCG brands. Besides, this cognitive bias is shown to be positively related with the age of consumers, meaning that the older consumers are exposed to experience halo effect. The misidentification of FMCG brands by country of origin is directly influenced by the occurrence of halo effect among domestic consumers, but is not shown to drive their subconscious orientation towards pseudo-local FMCG brands.
  
  Originality and contribution the authors: the research helps to identify the system of relationships that could explain the consumers’ subjective orientation towards pseudo-local FMCG brands. As not all the hypothesised paths being supported by the data, the significant relationships on consumers’ attitudes are identified.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Russian Management Journal;Volume 20; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: FMCG brands
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: the halo effect
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: the pseudo-local brands
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: the foreign-local bias
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: the country-of-origin effects
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Consumer  behaviour towards Russian brands of foreign FMCG companies
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 05.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/41648/1/05.pdf
resources.format: Adobe PDF
resources.size: 1,09 MB