RISING ETHNO-NATIONALISM AND CONSUMER NARRATIVES: EXPERIENCES FROM AND EMERGING ECONOMY

Krishanu Rakshit and Bhupesh Manoharan
Additional contact information
Krishanu Rakshit: Indian Institute of Management Calcutta, India
Bhupesh Manoharan: Indian Institute of Management Calcutta, India

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: The rise of nationalism across many countries has often been considered a threat for global brands. Research has highlighted the role of nationalism and patriotism in driving consumer ethnocentric behavior. Several Indian brands have recently joined the nationalistic bandwagon to attract consumers. The current study is an attempt to investigate consumer buying motives in an emerging economy, India. The context is interposed with the rise of nationalism as the dominant political ideology of the ruling elite. India has emerged only recently from a controlled economy and through an externally imposed liberalization program. The study interviews consumers across different walks of life to understand and explore their choice of such nationalistic brands. While the study partly confirms to the consumption behavior witnessed in other transitioning and emerging economies, consumer reflections indicate that there is a deeper skepticism around such nationalistic campaigns emerging from the contextual milieu.

Keywords: ETHNO-NATIONALISM; CONSUMER NARRATIVES; EMERGING ECONOMY (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.abem.ca/wp-content/uploads/2018/09/abe ... ence-proceedings.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:abemcp:023379

Access Statistics for this book

More books in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada Edinburgh House, 708-99 Wellington Crescent, Winnipeg, R3M0A2, Canada.
Bibliographic data for series maintained by Satyendra Singh ().