Cultural Brand Innovation Within Emerging Economies: a Tale of Two Campaigns

Sudipta Das, University of Strathclyde, UK
Paul Hewer, University of Strathclyde, UK
In this paper we extend Holt's (2004) seminal Cultural Branding Model within emerging economies, namely India. By studying the genealogy of an iconic Indian brand – Bajaj – we reveal how transforming political and socio-economic infrastructure supplies opportunities for building iconic brands in the age of Fast Moving Consumer Culture.
[ to cite ]:
Sudipta Das and Paul Hewer (2012) ,"Cultural Brand Innovation Within Emerging Economies: a Tale of Two Campaigns", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 510-513.