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The Cultural Resources Route

In: Brand Breakout

Author

Listed:
  • Nirmalya Kumar
  • Jan-Benedict E. M. Steenkamp

Abstract

In Chapter 5, we looked at how emerging market brands generally suffer from the negative image of their country of origin. That is, a brand’s roots in an emerging market reduce its appeal on such dimensions as quality, innovativeness, aesthetics, price/ value, social responsibility, and prestige. There are, however, exceptions. In certain product categories, originating from a particular emerging market adds value to the brand. In this chapter, we map out how brand stewards can leverage aspects of their home country’s culture to go global.

Suggested Citation

  • Nirmalya Kumar & Jan-Benedict E. M. Steenkamp, 2013. "The Cultural Resources Route," Palgrave Macmillan Books, in: Brand Breakout, chapter 0, pages 145-165, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27662-9_7
    DOI: 10.1057/9781137276629_7
    as

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