Consumer Culture, Branding and Identity in the New Russia: From Five-year Plan to 4x4

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Graham Roberts

Consumer Culture, Branding and Identity in the New Russia

From Five-year Plan to 4x4

Graham Roberts

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Hardback

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English

Routledge
14 April 2016

Consumerism; International business; Sales & marketing

Series: Routledge Interpretive Marketing Research

As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular.

Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future.

Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.

By: Graham Roberts
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 453g
ISBN: 9780415722407
ISBN 10: 0415722403
Series: Routledge Interpretive Marketing Research
Pages: 200
Publication Date: 14 April 2016
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Graham H. Roberts teaches Russian Studies and International Business at the University of Nanterre (Paris Ouest). He is a member of the CECILLE research centre at the University of Lille 3, and an associate member of the REGARDS research centre at the University of Reims Champagne-Ardenne

Reviews for Consumer Culture, Branding and Identity in the New Russia: From Five-year Plan to 4x4

'This book is a timely and stimulating addition to the international marketing and consumer behaviour cannon, highlighting sometimes quite spectacular aspects of accommodation, integration and contradiction across social, political and consumerist culture domains. For those who do not understand how business works in present-day Russia, this is where to start.'- Charles McIntyre, Senior Lecturer, Bournemouth University, UK