What is it about?

The ‘brands of faith’ created by Indian spiritual gurus have even disrupted the FMCG market by being customer centric rather than being geared by lucrative income alone. In this context, this research is motivated to find out – what are the cultural divergence factors that lead to change the consumption pattern of FMCG and how such ‘brands of faith’ has been segmented in Indian perspective by the Spiritual gurus. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance, and long-term orientation are influencing the brands of faith.

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It is about cultural dimensions

Baba Gnanakumar
KJC School of Management

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This page is a summary of: Reinforcement of brands of faith with the paradox of cultural divergence in Indian perspective, European Business Review, February 2020, Emerald, DOI: 10.1108/ebr-03-2019-0049.
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