Department of Management

Lars Esbjerg

The non-corporate identity of 'Supermalt': An interpretative study of beverage brand perceptions within a cultural minority

Research output: Contribution to conferencePaperResearch

  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
In the last decade the concept of 'Brand identity' (BI), has received attention from marketing and critical commentators alike. The marketing discipline has conceptualized BI as focusing on the relation between the brand and the values of the corporation behind it; and marketing critics have labeled this focus as hegemonic and imposing as regards the values of cultural minorities. This paper reports the implementation and interpretation of 14 interviews with londonese Afro-caribbeans as to their perceptions of two competing non-alcoholic beverage brands with a corporate (Coca-Cola) and a non-corporate brand identity (Supermalt).
Original languageEnglish
Publication year2005
Publication statusPublished - 2005
Event30th Annual IAREP Congress - Prague, the Czech Republic
Duration: 22 Sep 200522 Sep 2005


Conference30th Annual IAREP Congress
CityPrague, the Czech Republic

    Research areas

  • Branding, Advertising, MAPP, Supermalt

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