C. Torelli
Palgrave Macmillan US
e druk, 2015
9781349462186
Globalization, Culture, and Branding
How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization
Specificaties
Paperback, blz.
|
Engels
Palgrave Macmillan US |
2015
ISBN13: 9781349462186
Rubricering
Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9781349462186
Taal:Engels
Bindwijze:paperback
Uitgever:Palgrave Macmillan US
Inhoudsopgave
Preface PART I: UNDERSTANDING BRANDS AND THEIR CULTURAL MEANINGS 1. Brands and Models of Brand Equity 2. Cultural Equity PART II: 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 PART III: BUILDING, LEVERAGING AND PROTECTING BRAND EQUITY 6. Putting it all Together: Why and How to Build an Iconic Brand 7. Leveraging and Protecting Cultural Equity