Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Bücher
Zeitschriften
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
MTZ-Fachkongress

Antriebe und Energiesysteme von morgen


Austausch von Automobil- und Energiewirtschaft

Am 14./15. Mai geht es in Chemnitz um die Mobilitätswende durch Elektro- und Wasserstofffahrzeuge.
Erweiterte Suche
Anmelden
nach oben
Erschienen in:
Introduction Kapitel lesen Erstes Kapitel lesen

2024 | OriginalPaper | Buchkapitel

Postcolonial Branding—From the Subcontinent. For All

verfasst von : Anuja Pradhan, Søren Askegaard

Erschienen in: Postcolonial Marketing Communication

Verlag: Springer Nature Singapore

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

We bridge ideas from brand myth-making and postcolonial theory to conceptualise ‘postcolonial branding’. Based on an analysis of the marketing communications of Subko—an Indian speciality coffee roaster, our findings show how brands may mobilise postcolonial discourses and symbols of utopian inclusivity to construct a successful brand (multi)universe.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Vorheriges Kapitel Postcolonial Marketing Communication: An Indian Perspective
Nächstes Kapitel Subaltern Agencies, Marketing Communications, and Counter Discourses in the Postcolony
Literatur
1.
Aglionby J (2017) Ethiopia aims at transforming speciality coffee market, FT.com, [Online]
2.
Andersen LP, Kjeldgaard D, Lindberg F, Östberg J (2019) Nordic branding: an Odyssey into the Nordic myth market. Springer International Publishing, Cham, pp 213–238
3.
4.
Arsel Z, Thompson CJ (2011) Demythologizing consumption practices: how consumers protect their field-dependent identity investments from devaluing marketplace myths. J Consum Res 37(5):791–806CrossRef
5.
Arya R (2021) Cultural appropriation: what it is and why it matters? Sociol Compass 15(10):e12923CrossRef
6.
Ashcroft B, Griffiths G, Tiffin H (2013) Post-colonial studies: the key concepts. Routledge
7.
Askegaard S, Arnould EJ, Kjeldgaard D (2005) Postassimilationist ethnic consumer research: qualifications and extensions. J Consum Res 32(1):160–170CrossRef
8.
Askegaard S, Eckhardt G (2012) Glocal yoga: Reappropriation in the Indian consumptionscape. Mark Theory 12(1):43–58CrossRef
9.
Askegaard S, Kjeldgaard D (2007) Here, there, and everywhere: place branding and gastronomical globalization in a macromarketing perspective. J Macromark 27(2):138–147CrossRef
10.
Askegaard S (2006) Brands as a global ideoscape. In: Schroder J, Morling MS (eds) Brand culture. Routledge, pp 96–106
11.
Askegaard S, Kjeldgaard D, Arnould E (2017) Programmatic authenticity: culinary place branding in Greenland. In: Handbook on place branding and marketing. Edward Elgar Publishing
12.
Barthes R (1957) Mythologies. Éditions du Seuil, Paris
13.
Belk RW, Costa JA (1998) The mountain man myth: a contemporary consuming fantasy. J Consum Res 25(3):218–240CrossRef
14.
Bhabha H (1994) The location of culture. Routledge, New York
15.
Brah A, Coombes AE (2000) Hybridity and its discontents. Politics, science, culture
16.
Costa J (1998) Paradisal discourse: a critical analysis of marketing and consuming Hawaii. Consum Mark Cult 1(4):303–346CrossRef
17.
Gandhi L (1998) Postcolonial theory: a critical introduction. Oxford University Press, New DelhiCrossRef
18.
19.
Hatcher BA (1994) The cosmos is one family’(Vasudhaiva Kutumbakam): problematic mantra of Hindu Humanism. Contrib Indian Sociol 28(1):149–162CrossRef
20.
Heilbrunn B (2006) Cultural branding between utopia and a-topia. Brand culture 103–117
21.
22.
Holt DB (2004) How brands become icons: the principles of cultural branding. Harvard Business Press, Cambridge, MA
23.
Holt DB (2006) Jack Daniel’s America: iconic brands as ideological parasites and proselytizers. J Consum Cult 6(3):355–377CrossRef
24.
25.
Kendall G, Woodward I, Skrbis Z (2009) The sociology of cosmopolitanism: globalization, identity, culture and government. SpringerCrossRef
26.
Kjeldgaard D, Askegaard S, Eckhardt G (2015) The role of cultural capital in creating glocal brand relationships. In: Fournier S, Breazeale M, Avery J (eds) Strong brands, strong relationships, 1st edn. Routledge, New York, pp 48–60CrossRef
27.
Kraidy MM (2002) Hybridity in cultural globalization. Commun Theory 12(3):316–339CrossRef
28.
Lury C (2004) Brands: the logos of the global economy. Routledge
29.
Lévi-Strauss C (1955) The structural study of myth. J Am Folklore 68(270):428–444CrossRef
30.
31.
Moorman C (2020) Commentary: brand activism in a political world. J Public Policy Mark 39(4):388–392CrossRef
32.
Morin E (1987) Penser l’Europe. Gallimard, Paris
33.
Morin E (1957 [2005]) The stars. University of Minnesota Press, Minneapolis
34.
Mortimer L (2001) We are the dance: cinema, death and the imaginary in the thoughts of Edgar Morin. Thesis Eleven 64:77–95CrossRef
35.
36.
37.
Pietilä J, Tillotson JS, Askegaard S (2019) Mythologies of Finnishness in advertising. In: Nordic consumer culture. Palgrave Macmillan, Cham, pp 239–265
38.
Pomiès A, Arsel Z (2022) Market work and the formation of the omnivorous consumer subject. J Consum Res
39.
Saravanan V (2004) Colonialism and coffee plantations: decline of environment and tribals in Madras Presidency during the nineteenth century. Indian Econ Soc Hist Rev 41(4):465–488CrossRef
40.
Shrivastava S (2020) Slopes of struggle: coffee on Baba Budan hills. Indian Econ Soc Hist Rev 57(2):199–227CrossRef
41.
42.
Sreekumar H, Varman R (2016) History of marketing in India. In: Jones DGB, Tadajewski M (eds) Routledge companion to marketing history. London, Routledge, pp 389–405CrossRef
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
Thompson CJ, Haytko DL (1997) Speaking of fashion: consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. J Consum Res 24(1):15–42CrossRef
53.
Thompson C, Tian K (2008) Reconstructing the south: how commercial myths compete for identity value through the ideological shaping of popular memories and countermemories. J Consum Res 34(5):595–613CrossRef
54.
Ulver S (2021) Tickling tensions: gazing into the parallax gap of the multicultural imaginary. Mark Theory 21(3):391–413CrossRef
55.
Ulver S (2022) The conflict market: polarizing consumer culture(s) in counter-democracy. J Consum Cult 22(4):908–928CrossRef
56.
57.
Varman R (2018) Postcolonialism, subalternity, and critical marketing. In: The Routledge companion to critical marketing. Routledge, pp 49–63
58.
Vredenburg J, Kapitan S, Spry A, Kemper JA (2020) Brands taking a stand: authentic brand activism or woke washing? J Public Policy Mark 39(4):444–460CrossRef
59.
Wilk R (1995) The local and the global in the political economy of beauty: from Miss Belize to Miss World. Rev Int Polit Econ 2(1):117–134CrossRef
Metadaten
Titel
Postcolonial Branding—From the Subcontinent. For All
verfasst von
Anuja Pradhan
Søren Askegaard
Copyright-Jahr
2024
Verlag
Springer Nature Singapore
Buch
Postcolonial Marketing Communication

Print ISBN: 978-981-9702-84-8

Electronic ISBN: 978-981-9702-85-5

Copyright-Jahr: 2024

DOI
https://doi.org/10.1007/978-981-97-0285-5_6