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Marketing and Nationalist Politics: The Case of India and China
[Marketing et politiques nationalistes : le cas de l'Inde et de la Chine]

Author

Listed:
  • Philippe Jourdan

    (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel, IAE Paris Est Créteil - Institut d'Administration des Entreprises - Paris Est Créteil - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Jean-Claude Pacitto

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Global marketing faces upheavals due to political and cultural transformations, particularly in China and India. These two countries increasingly reject Western values in favor of national models, influencing the perception of international brands. Historically rooted in Anglo-Saxon traditions, marketing must now account for these new dynamics favoring national champions in the luxury and fashion sectors. Furthermore, this rise in economic nationalism challenges the universality of Western products, signaling a profound shift in consumption and communication strategies.

Suggested Citation

  • Philippe Jourdan & Jean-Claude Pacitto, 2025. "Marketing and Nationalist Politics: The Case of India and China [Marketing et politiques nationalistes : le cas de l'Inde et de la Chine]," Post-Print hal-04915501, HAL.
    • Handle: RePEc:hal:journl:hal-04915501
    Note: View the original document on HAL open archive server: https://hal.science/hal-04915501v1
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    References listed on IDEAS

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    1. Julien Cayla & Giana M. Eckhardt, 2008. "Asian Brands and the Shaping of a Transnational Imagined Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 216-230, April.
    2. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
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