Patriotic marketing perspectives in the Russian regions

Consumer ethnocentrism is a special field in marketing literature that emerged from the theoretical and empirical attempts to identify the effects associated with a specific perception of domestic products by consumers. As it was demonstrated in several studies, the patriotic economic behavior of consumers can be observed under certain socio-economic and cultural conditions. This behavior has a positive effect on the assessment of quality, perceived value and willingness to buy domestic products and a negative impact on the consumption of foreign goods. However, understanding the possible marketing effects of consumer ethnocentrism is significantly limited due to the lack of relevant research experience at the regional rather than national level - both in the international and Russian practice. In this paper, a comprehensive analysis of the results of previous studies is conducted in order to provide theoretical support for existence of consumer patriotism at the regional level in Russia. The obtained results can serve a basis for hypotheses development of further empirical research.