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A borderless brand

Date of publication: October 28, 2001

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh

Abstract:

This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completely different cultural, social, historical and economic contexts.

Poonam V. Kumar

Author

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Malini Pani

Author

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Richa Puranesh

Author

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Kumar, Pani and Puranesh (2001a, October 28). A borderless brand . ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/brand-loyalty-and-equity