Where East Meets West: Enriching Cultural Universals

This research highlights the importance of partial cultural universals of consumption symbols. We examined perceptual structures of brand personality in India and identified an isomorphic dimension with the West and the East, along with a culturally distinctive dimension. This research also documents idiosyncratic differences in the meanings associated with these isomorphic dimensions.


Malika Malika, Durairaj Maheswaran, and Tanuka Ghoshal (2018) ,"Where East Meets West: Enriching Cultural Universals ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 76-76.


Malika Malika, Indian School of Business Hyderabad, India
Durairaj Maheswaran, New York University, USA
Tanuka Ghoshal, Baruch College, USA


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

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