Creating Cultural Meaning in Products and Brands

A Psychological Perspective

Deborah J. MacInnis, Carlos Javier 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 1 2019

Fingerprint

Psychology
Psychological

Keywords

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

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Creating Cultural Meaning in Products and Brands : A Psychological Perspective. / MacInnis, Deborah J.; Torelli, Carlos Javier; Park, C. Whan.

In: Journal of Consumer Psychology, Vol. 29, No. 3, 01.07.2019, p. 555-562.

Research output: Contribution to journalArticle

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