Perception of Territorial Brands “Armenia” and “Russia” by the Armenians Living in Armenia and Russia

Abstract

In order to investigate the perception of the territorial brand of Armenia and Russia among Armenians living in Armenia and Russia, we organized a psychological study. The study involved 100 Armenians male and female, 50 of them were citizens of Armenia, 50 lived in Russia for the past 5-10 years. The conclusion is that in both experimental groups the factors determining the preference of the territorial brand of the Republic of Armenia are mainly conditioned by the emotional and value-based motives (homeland, ancient culture, sustainable values, etc.). And the preference for the territorial brand of the Russian Federation is based on the motives acting at a rational and functional level.