RAJAN, Thomason; MOTHA, John Praveen. From Heritage Brand to Lifestyle SUV : The Mahindra Thar Roxx Case. Indian Journal of Marketing, [S. l.], v. 56, n. 7, p. 9–25, 2026. DOI: 10.17010/ijom/2026/v56/i7/175631. Disponível em: https://indianjournalofmarketing.com/index.php/ijom/article/view/175631. Acesso em: 21 jul. 2026.