Globalization, Culture, and Branding How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization
Description
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.
Keywords
Business & EconomicsMarketingStrategic PlanningLeadershipInternationalBusiness CommunicationPolitical ScienceGlobalizationSales & SellingAdvertising & PromotionManagementInternational Relations
2013Book
Author(s)C. Torelli
PublisherPalgrave Macmillan US
ISBN9781137333315
LanguageEnglish
