Sharma, Arbuda; Patro, Sanjay; Chaudhry, Harish - In: Journal of Advances in Management Research 19 (2021) 1, pp. 31-54
Purpose: The purpose of this study is to explore how elements of culture and cultural cues such as customs, values and norms interact with the brand identity. A qualitative research has been done to understand which cultural aspect is important for which aspect of brand identity. The results...