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dc.contributor.authorKravets, O.en_US
dc.date.accessioned2016-02-08T09:43:15Z
dc.date.available2016-02-08T09:43:15Z
dc.date.issued2012en_US
dc.identifier.issn0276-1467
dc.identifier.urihttp://hdl.handle.net/11693/21219
dc.description.abstractThis article examines the interplay of vodka branding and politics in post-Soviet Russia. The trajectory of vodka branding over the past three decades reflects shifts in politics and articulates changes in ideology, while setting the environment in which certain sociopolitical ideas unfold and become naturalized. The analysis suggests that the political economy and historical dynamics of a market system, and the societal standing of the commodity being branded, define and frame the potentialities of marketing meanings and their ideological inflections. © The Author(s) 2012.en_US
dc.language.isoEnglishen_US
dc.source.titleJournal of Macromarketingen_US
dc.relation.isversionofhttp://dx.doi.org/10.1177/0276146712449627en_US
dc.subjectBrand materialityen_US
dc.subjectBrand meaningen_US
dc.subjectBrandingen_US
dc.subjectIdeologyen_US
dc.subjectRussiaen_US
dc.subjectvodkaen_US
dc.titleRussia's "pure spirit": vodka branding and its politicsen_US
dc.typeArticleen_US
dc.departmentFaculty of Business Administration
dc.citation.spage361en_US
dc.citation.epage376en_US
dc.citation.volumeNumber32en_US
dc.citation.issueNumber4en_US
dc.identifier.doi10.1177/0276146712449627en_US
dc.publisherSage Publicationsen_US


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