`They don't want us to become them': Brand Local Integration and consumer ethnocentrism

This paper investigates whether positioning strategies of foreign brands that integrate both foreign and 'localised' dimensions of country-of-origin (COO) appeals shape perceptions and attitudes of domestically biased consumers. Ethnocentric consumers hold strong favourable attitudes towards local-perceived brands. At the same time, brand positioning strategies of local brands acquired by multinational corporations and of foreign brands entering the local market often integrate foreign COO appeals with locally relevant manufacturing and/or symbolic appeals. The results indicate that foreign brand identities that integrate 'localised' appeals communicating respect of local traditions (through the use of local images, symbols, and recipes) and contribution to the local society's well-being (through local manufacture, employment, use of local ingredients) lead to more favourable consumer perceptions. In distinguishing between 'purely foreign' and 'locally integrated foreign brands', consumers perceive the latter to be more acceptable for consumption. The paper concludes by considering the implications of the findings and outlining directions for further research.No Full Tex

Child health status — the future of the country (part 2)

The article deals with the problems of increasing the incidence and prevalence of childhood diseases during 1994–2016 against the background of a global reduction in the staffing of children’s specialists by 1.7 times, with an extremely inadequate supply of the regions of the South-East, Donetsk and Luhansk regions. All of this has a negative impact on the proper medical care of the child population, including the detection of childhood diseases. The authors substantiate the need to restore the personnel and material-technical potential of the pediatric service, the development of modern diagnostic and treatment technologies, the preservation of immunization and the prevention of disability of common childhood diseases that is an important component of the national health care and safety system of the country as a whole