Ethnoconsumerism and cultural branding : designing "Nano" car : commentary
Year of publication: |
2013
|
---|---|
Authors: | Venkatesh, Alladi ; Khanwalkar, Seema ; Lawrence, Lynda ; Chen, Steven |
Published in: |
Qualitative market research : an international journal. - Bingley : Emerald Group Publishing Limited, ISSN 1352-2752, ZDB-ID 1463146-5. - Vol. 16.2013, 1, p. 108-119
|
Subject: | Ethnoconsumerism | Cultural branding | Brand identity | Indian consumer | Global markets | Brands | India | Indien | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Internationales Marketing | International marketing | Kulturelle Identität | Cultural identity |
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