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.



Citation:

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.

Authors

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



Volume

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



Share Proceeding

Featured papers

See More

Featured

“Eww, It Has a Face!” Anthropomorphizing Food Products Deteriorates Consumption Experience

Roland Schroll, University of Innsbruck, Austria

Read More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Featured

Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.