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Published in:
2011 | OriginalPaper | Chapter
Differences in Brand Perceptions for Chocolate Brands between Italian and Russian Consumers
Authors : Prof. Dr. Italo Trevisan, Prof. Dr. Irina Neganova
Published in: Herausforderungen der internationalen marktorientierten Unternehmensführung
Publisher: Gabler
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According to Blackwell, Miniard and Engel “culture refers to a set of values, ideas, artefacts, and other meaningful symbols that help individuals communicate, interpret, and evaluate as members of society”. Culture includes both abstract elements, such as values and ethics, and material components, which allow to describe, evaluate and differentiate cultures. Thus, every culture includes a number of pervasive, enduring and consumer related core values that both affect and reflect the character of a particular society.