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Article

Лояльность к бренду и экономический национализм российских потребителей

Антонова Н. В., Степаненко В. Г.

The article presents the results of the study of the relationship between economic nationalism and loyalty to foreign and Russian brands among Russian consumers. It was assumed that economic nationalism would be positively correlated with loyalty to domestic brands and negatively – with loyalty to foreign brands. 196 respondents aged 18 to 45 years (M = 22.51) were interviewed. Methods: 1) methodology CENTSCALE (Consumer Economic Nationalistic Trends Scale), translated into Russian and adapted, was used to assess the level of economic nationalism; 2) To measure brand loyalty, the method of N. Antonova and A. Kumar was used. The hypothesis was not confirmed. There were no significant correlations between economic nationalism and loyalty to either foreign or domestic brands. At the same time, the loyalty of Russian consumers to foreign brands is significantly higher than to domestic ones. These results suggest that the relationship between economic nationalism and consumer behavior of Russian consumers is not direct and is mediated by other factors, such as the desire for prestigious consumption, civic identity and consumer behavior, which requires further research.