Multiple Collective Identities of Far Eastern Russians and Their Choice of Asian versus European Brands

ABSTRACT

The purpose of this study is to empirically examine multiple collective identities that coexist with consumers in Far Eastern Russia and the effects of these identities on their choice of Asian versus European brands. Our study investigated Asian, European, and Russian collective identities. Surveys were conducted with 311 individuals in Vladivostok and Khabarovsk to assess their brand choice for eight Asian and European brands of two consumer durables. The findings of this study show that collective identity can affect Russian consumers in their brand choice. More importantly, the findings suggest that the effect of collective identity can be extended to consumer choice between Asian and European brands. In addition, our findings support the coexistence of multiple identities for consumers in Far Eastern Russia and suggest a consumer tendency of choosing a brand that reflects a relatively stronger collective identity vis-à-vis others. This result is in agreement with Risse (2003) and Medrano and Gutiérez (2001), who contended for the coexistence of multiple identities and their influences in social behavior. Finally, marketing implications for international marketers are discussed as to their competitive strategy against other foreign brands.

KEYWORDS:

• Asian identity
• brand choice
• collective identity
• European identity
• Far Eastern Russia
• Russia

Notes

1. http://www.globalsecurity.org/military/world/russia/knaapo.htm

2. According to Trade Yearbook of Russia 2013, Asian and European imports respectively account for 32.4% and 51.7% of total imports to Russia in 2012. In addition, Russia shows a large deficit in merchandise trade.

3. A different model design may be needed to test how alternative entities affect consumer choice. Specifically, a between-group analysis (consumers with Asian identity versus consumers with European identity) may be required. But our model accommodates all effects of each individual identity.

4. Squared correlations of −0.259 and −0.268 respectively.