2024
DOI: 10.21638/spbu05.2024.103
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A study on brand competitiveness: A comparative analysis of European and Korean auto brands in the Russian automotive industry

Han-Sol Lee,
Sergey Chernikov,
Ekaterina Degtereva
et al.

Abstract: This study compares brand competitiveness of European and Korean auto brands in the Russian automotive market based on cross-sectional datasets for 42 auto brands in Russia of the year 2022. The econometric models (OLS, WLS, and Robust least squares) are constructed by employing a theoretical frame of Porter’s diamond model. The results of the regression analysis allowed us to get to the conclusion that product diversification, accessibility to dealers (or retail shop) and active social media marketing are cri… Show more

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