Brand Loyalty and Economic Nationalism of Russian Consumers

Abstract

Objectives. The study of the relationship between economic nationalism and loyalty to foreign and domestic brands among Russian consumers. Background. Due to the peculiarities of the political and economic situation in the world, the problem of maintaining the national economy and domestic producer has become more acute in many countries. This problem is especially relevant for Russia, which is under sanctions. It was found In a number of foreign studies, that one of the factors of consumer loyalty is economic nationalism, however, the influence of this factor on the behavior of Russian consumers remains unexplored. Study design. The significance level of the differences between loyalty to the domestic and foreign brands was analyzed using the one-way ANOVA analysis of variance. The relationship between economic nationalism and brand loyalty was established using Spearman nonparametric correlation coefficient. Participants. 96 respondents aged 18 to 45 years (M = 22.51; SD = 4.63), 110 men and 86 women. Measurements. To assess the economic nationalism, the CENTSCALE (Consumer Economic Nationalistic Tendencies Scale) methodology of Cheah and Phau was translated in Russian and adapted. To measure brand loyalty, the author’s technique was used. Results. The main hypothesis was not confirmed: there were no significant correlations between economic nationalism and brand loyalty, while a higher loyalty of Russians to foreign brands than to domestic ones was found. Conclusions. Russian consumers have a significantly higher loyalty to foreign brands than domestic ones, while the correlation between economic nationalism and the level of brand loyalty among Russian consumers has not been revealed.