INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016
Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI)
Cross-cultural advertising has become an essential part of marketing strategies in today's globalized
world. India has been a profitable market for many multinational companies even before the emergence
of new media. Multinational brands, utilizes the benefits of cross-cultural advertising to expand their
reach on to countries that are rich in cultural diversity, like India. Advertising, being a powerful tool of
marketing, it becomes imperative to understand various advertising strategies used by multinational
companies to uphold their brand equity in India.
This study aims to investigate the effectiveness of cross-cultural advertising before and during the new
media era in India. To entail this effectiveness, the focus is given on five selected multinational brands,
namely Lifebouy, Maggi, Colgate, Bata, and Nokia. These brands have established their presence in the
Indian market over a long period. The study examines the advertising strategies and techniques used by
these brands to penetrate the Indian market and build their brand equity since its initiation in India. The
findings of the study provide insights into the effectiveness of cross-cultural advertising in the Indian
market. Emphasis is also laid upon the role that new-media have in effective advertising.
Keywords:
Multinational Brands, Cross-cultural Advertising, Indian Market, Hofstede, New-media
Cite Article:
"EFFICACY OF CROSS-CULTURAL ADVERTISING BEFORE AND WHILST THE NEW-MEDIA ERA IN INDIA: CASE STUDY ON MULTINATIONAL BRANDS", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 5, page no.g46-g59, May-2023, Available :http://www.ijnrd.org/papers/IJNRD2305605.pdf
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ISSN:
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
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