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 language | English (US) |
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Pages (from-to) | 555-562 |
Number of pages | 8 |
Journal | Journal of Consumer Psychology |
Volume | 29 |
Issue number | 3 |
DOIs | |
State | Published - Jul 2019 |
Keywords
- Branding
- Communication
- Cross-cultural research
- Needs and values
- Self and identity
ASJC Scopus subject areas
- Applied Psychology
- Marketing