MADE IN LATVIA: ON THE ISSUE OF ETHNIC AND CULTURAL SPECIFICITY OF NATIONAL BRANDS

Ryzhakova, Svetlana

PII

S0869-54150000616-0-1

DOI

10.31857/S50000616-0-1

Publication type

Article

Status

Published

Authors

Svetlana Ryzhakova

Volume/ Edition

Volume / Issue №3

Pages

159-184

Abstract

The article examines the cultural and social specificity of Latvia's local brands and explores their national and ethnic traits. Reflecting on the historical and cultural contexts of the process of shaping brands as cultural and economic factors in the globalizing world, the author detects the presence of two opposing yet complementary trends in this process - namely, the unification and particularization trends. She proceeds to exploring the brands of contemporary Latvia by considering them within a wider framework of various present-day fashions, such as "healthy" or "green" ways of life, as well as of entertainment industries and discourses of cultural and ethnic heritage, which increasingly enter the globalizing market of nowadays.

Keywords

Date of publication

01.06.2009

Number of purchasers

Views

578

References

GOST	Ryzhakova S. MADE IN LATVIA: ON THE ISSUE OF ETHNIC AND CULTURAL SPECIFICITY OF NATIONAL BRANDS // Ethno review. – 2009. – Issue №3 C. 159-184 .
MLA	Ryzhakova, Svetlana "MADE IN LATVIA: ON THE ISSUE OF ETHNIC AND CULTURAL SPECIFICITY OF NATIONAL BRANDS." Ethno review. 3 (2009).:159-184.
APA	Ryzhakova S. (2009). MADE IN LATVIA: ON THE ISSUE OF ETHNIC AND CULTURAL SPECIFICITY OF NATIONAL BRANDS. Ethno review. no. 3, pp.159-184

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MADE IN LATVIA: ON THE ISSUE OF ETHNIC AND CULTURAL SPECIFICITY OF NATIONAL BRANDS

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