Consumer Culture, Branding and Identity in the New Russia

Russia is currently enjoying an astonishing consumer boom that not even the recent global financial crisis has managed to dampen. 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. _x000D_ _x000D_ Following an interdisciplinary approach throughout, this 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.