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ERIC Number: ED311517
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 32
Abstractor: N/A
Reference Count: N/A
Awareness of American Brand Names in the Soviet Union.
Wallace-Whitaker, Virginia
A study was conducted to determine the extent to which familiarity with American brand names had spread beyond the tourist centers of Moscow and Leningrad, in a population group most likely to have curiosity about American products. The subjects, 82 English-speaking college students ages 18-25, were all students at Kharkov State University in the Ukraine. The questionnaires contained three types of questions: (1) questions which measured behaviors that could lead to an interest in American products; (2) questions probing familiarity with American brand name products, musicians and politicans; and (3) questions on Soviet Media usage. Results indicated that Soviets know a surprisingly wide range of American brands. Some of the most well-known categories were products traded on the black market, but others, such as automobiles, were those with which most respondents would have had no personal contact. Some product categories appeared to be well defined: cigarettes, blue jeans, soft drinks, automobiles. Other categories which are brand-rich in the United States appear to have no dominant players in the USSR: cosmetics, sports equipment, and ice cream. The fact that Kharkov University officials accepted the idea of an American advertising professor polling their students, and the eagerness with which students answered questions, suggests a tolerant atmosphere toward American brand advertising and competitive marketing practices. (Nine tables of data are included and 17 references are attached.) (MG)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: USSR