Creating Cultural Meaning in Products and Brands: A Psychological Perspective

Deborah J. MacInnis, Carlos J. Torelli, C. Whan Park

Research output: Contribution to journalArticle

Abstract

R. Batra (2019) and S. Fournier and C. Alvarez (2019) provide many substantive perspectives related to the questions about creating cultural meaning in products and brands. This commentary organizes their views and thoughts under five broadly categorized questions and identifies additional relevant perspectives and questions for future research.

Original languageEnglish (US)
Pages (from-to)555-562
Number of pages8
JournalJournal of Consumer Psychology
Volume29
Issue number3
DOIs
StatePublished - Jul 2019

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Keywords

  • Branding
  • Communication
  • Cross-cultural research
  • Needs and values
  • Self and identity

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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