TY - BOOK
T1 - Globalization, culture, and branding
T2 - How to leverage cultural equity for building iconic brands in the era of globalization
AU - Torelli, Carlos J.
N1 - Publisher Copyright:
© Carlos J. Torelli, 2013. All rights reserved.
PY - 2013/11/19
Y1 - 2013/11/19
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84937636039&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84937636039&partnerID=8YFLogxK
U2 - 10.1057/9781137331953
DO - 10.1057/9781137331953
M3 - Book
AN - SCOPUS:84937636039
SN - 9781349462186
BT - Globalization, culture, and branding
PB - Palgrave Macmillan
ER -