Globalization, Culture, and Branding How to Leverage Cultural Equity
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 mu
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Copyright material from www.palgraveconnect.com - licensed to University of Sydney - PalgraveConnect - 2014-02-01
10.1057/9781137331953 - Globalization, Culture, and Branding, Carlos J. Torelli
Copyright material from www.palgraveconnect.com - licensed to University of Sydney - PalgraveConnect - 2014-02-01
Globalization, Culture, and Branding
10.1057/9781137331953 - Globalization, Culture, and Branding, Carlos J. Torelli
10.1057/9781137331953 - Globalization, Culture, and Branding, Carlos J. Torelli
Copyright material from www.palgraveconnect.com - licensed to University of Sydney - PalgraveConnect - 2014-02-01
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How to L e verag e Cul tura l Eq u i t y f or Building Ic o ni c B ra nds i n t h e Era of Glo ba li zat i o n
Carlos J. Torelli
10.1057/9781137331953 - Globalization, Culture, and Branding, Carlos J. Torelli
Copyright material from www.palgraveconnect.com - licensed to University of Sydney - PalgraveConnect - 2014-02-01
Globalization, Culture, and Branding
globalization, culture, and branding
Copyright © Carlos J. Torelli, 2013. All rights reserved.
Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: 978-1-137-33331-5 Library of Congress Cataloging-in-Publication Torelli, Carlos J. Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization / Carlos J. Torelli. pages cm Includes bibliographical references and index. ISBN 978-1-137-33331-5 (hardback) 1. Branding (Marketing)—Cross-cultural studies. 2. Brand name products—Cross-cultural studies. 3. Consumers—Cross-cultural studies. 4. Consumer behavior—Cross-cultural studies. I. Title. HF5415.1255.T67 2013 658.8'27—dc23 2013025820 A catalogue record of the book is available from the British Library. Design by Amnet First Edition: November 2013 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America.
10.1057/9781137331953 - Globalization, Culture, and Branding, Carlos J. Torelli
Copyright material from www.palgraveconnect.com - licensed to University of Sydney - PalgraveConnect - 2014-02-01
First published in 2013 by PALGRAVE MACMILLAN® in the
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