Consuming Nationhood: Understanding the Role of Consumption in the Construction of Indian Nationhood
The construction of national identity through consumption processes is an under-researched area in consumer research. In this study, I examine the role of consumption in the construction of Indian nationality. In offering a historical analysis of the relationship between consumption and nationhood in India, I show that consumption objects are infused with social, economic, and political meanings that emerge from the nation’s experience of colonialism and globalization. These meaning laden consumption objects, in turn, have become simultaneous markers of colonial hegemony and the nationalist resistance to it. This dialectical interpretation situates consumption objects as important symbols of transition in the history of Indian nationhood.
Rohit Varman (2009) ,"Consuming Nationhood: Understanding the Role of Consumption in the Construction of Indian Nationhood", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 239-239.
Rohit Varman, Indian Institute of Management, Calcutta, INDIA
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark
Brands as Complex Social Processes
Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada