Globalization, Culture, and Branding [electronic resource] : How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization /
Torelli, C.author.
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Description based upon print version of record.
Title; Copyright; Contents; List of Figures; List of Tables; Preface; Acknowledgments; Section 1. Understanding Brands and Their Cultural Meanings; 1 Brands and Models of Brand Equity; 2 Cultural Equity; Section 2. Gaining Insights into How Cross-Cultural Consumers View Iconic Brands; 3 Consumers from Different Cultures; 4 Consumers' Reactions to the Cultural Meanings in Brands; 5 Brands and the Fulfillment of Cultural-Identity Needs; Section 3. Building, Leveraging, and Protecting Cultural Equity; 6 Putting It All Together: Why and How to Build an Iconic Brand
7 Leveraging and Protecting Cultural EquityReferences; Index
Includes bibliographical references and index.
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Marketing.
Leadership.
International business enterprises.
Public relations.
Globalization.
Marketing.
Business Strategy/Leadership.
International Business.
Corporate Communication/Public Relations.
Globalization.