Driving a deeply rooted brand: Cultural marketing lessons learned from GM's Hummer advertising

Marius K. Luedicke

doi:10.4324/9780203710807-15

Driving a deeply rooted brand: Cultural marketing lessons learned from GM's Hummer advertising

Marius K. Luedicke^*

^*Corresponding author for this work

Publication: Chapter in book/Conference proceeding › Chapter in edited volume

Original language	English
Title of host publication	Marketing Management
Subtitle of host publication	A Cultural Perspective
Editors	Luca M. Visconti, Lisa Peñaloza, Nil Toulouse
Place of Publication	London
Publisher	Routledge
Pages	183-198
Number of pages	16
Edition	2.
ISBN (Electronic)	9780203710807
ISBN (Print)	9781138561403
DOIs	https://doi.org/10.4324/9780203710807-15
Publication status	Published - 17 Jun 2020
Externally published	Yes

Keywords

American exceptionalism
Cultural analysis
Cultural branding
Hummer
Jeremiad against consumerism
Moral conflict

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10.4324/9780203710807-15

Cite this

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Driving a deeply rooted brand: Cultural marketing lessons learned from GM's Hummer advertising

Keywords

Access to Document

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Cite this