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

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.



Citation:

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.

Authors

Sudipta Das, University of Strathclyde, UK
Paul Hewer, University of Strathclyde, UK



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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