Selling brand Bajaj: the pursuit of masculinity and identity consumption in modern India

Sudipta Das, Paul Hewer

Research output: Contribution to conferencePaper

Original languageEnglish
Publication statusUnpublished - 6 May 2011
Event6th Workshop on Interpretive Consumer Research - Odense, Denmark
Duration: 6 May 20117 May 2011

Conference

Conference6th Workshop on Interpretive Consumer Research
CountryDenmark
CityOdense
Period6/05/117/05/11

Keywords

  • brand identity
  • brand management
  • automotive industry

Cite this

Das, S., & Hewer, P. (2011). Selling brand Bajaj: the pursuit of masculinity and identity consumption in modern India. Paper presented at 6th Workshop on Interpretive Consumer Research, Odense, Denmark.