Cultural Archetype Brand from Indian Craftsmen for Socially Responsible Citizenship

By : Ritu Malhotra, Balamurugan A.

Page No: 310-318

Abstract
The objective of this paper is to explore the dimensions of consumer imagination and archetypal representation, their inter-relationship and application of the dimensions with the case of well-known Indian retailer Fabindia. The paper attempts to address the dimensions of cultural archetypal brand paradigm that can sustain customer loyalty in the scenario of globalization by uniquely positioning itself as a socially responsible brand, thereby gaining competitive advantage. It focuses in the area of social marketing and firm’s stakeholder based community model of inclusive capitalism keeping in view preservation of traditional heritage of handicrafts blended with creating sustainable employment opportunities to Indian rural artisans, weavers, local communities.

Authors :
Ritu Malhotra : Associate Professor, Department of Fashion Management Studies, National Institute of Fashion Technology (NIFT), Kolkata, India,
Balamurugan A : Research Scholar, Xavier Labour Relations Institute (XLRI), Jamshedpur, India.