Using Social Media Networks in Russia to (Re)Construct Collective Memories and Build Brand Identity

Graham Roberts, Université Paris Ouest Nanterre La Défense, France
Philippe Odou, Université de Reims Champagne Ardenne, France
Gaël Bonnin, Reims Management School, France
Holt (2004) shows the different ways in which brands draw on cultural imagery, myths, and history to create identity. Our paper seeks to look at how brands in post-socialist Russia use social media networks, both to construct collective memories and to exploit these memories in order to build brand identity.
[ to cite ]:
Graham Roberts, Philippe Odou, and Gaël Bonnin (2013) ,"Using Social Media Networks in Russia to (Re)Construct Collective Memories and Build Brand Identity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.