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.
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.
Sudipta Das, University of Strathclyde, UK
Paul Hewer, University of Strathclyde, UK
NA - Advances in Consumer Research Volume 40 | 2012
Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages
Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University
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Michael Schulz, University of Cologne
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Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana