Globalization, Culture, and Branding : How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization
by
C. Torelli
Book Details
Format
Hardback or Cased Book
ISBN-10
1137333316
ISBN-13
9781137333315
Publisher
Palgrave Macmillan
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Nov 19th, 2013
Print length
181 Pages
Weight
358 grams
Dimensions
15.50 x 22.30 x 1.60 cms
Ksh 23,650.00
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Quality
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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.
With globalization, the marketplace is becoming increasingly complex for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers'' values and desires) sides of markets. A proliferation
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