Purpose – The purpose of this paper is to examine the attitudes and behaviour of Ukrainian consumers in terms of the purchase of beer (both foreign and domestic brands). There is an emphasis on the relative importance of the country of origin (COO), when compared to other factors....

Deals with the relationship between cultural closeness and cultural affinity. The basis of the research is that a correlation exists between the level of affinity (or “liking”) executives feel for a foreign culture, and the extent to which they feel psychologically close to that culture....