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Description - Consumer Culture, Branding and Identity in the New Russia by Graham H.J. Roberts

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.

Buy Consumer Culture, Branding and Identity in the New Russia by Graham H.J. Roberts from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780415722407
ISBN-10: 0415722403
Format: Hardback
(234mm x 156mm x mm)
Pages: 200
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 14-Apr-2016
Country of Publication: United Kingdom

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Author Biography - Graham H.J. Roberts

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

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