Globalization, culture, and branding: how to leverage cultural equity for building iconic brands in the era of globalization
Auteur :
Torelli, C.
Éditeur :
Palgrave Macmillan
ISBN :
9781137333315
Date de publication :
19 nov. 2013
Dimensions :
21,6 x 14,0 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.