Differentiation of Polish and Ukrainian consumers' attitudes to Russian brands and international brands remaining on the Russian market
Journal: Central European Management Journal
Year: 2024

Purpose The purpose of this paper was identification and empirical assessment of the differentiation of consumers' attitudes in Ukraine and Poland to Russian brands and other brands offered on the Russian market after Russia’s aggression against Ukraine on February 24, 2022. Design/methodology/approach The main research methods include a systematic literature review and the authors' own surveys conducted in November 2022. The research sample comprised 950 consumers – 67% of them were Poles, 30%