Globalization, culture, and branding: How to leverage cultural equity for building iconic brands in the era of globalization

Research output: Book/Report/Conference proceedingBook

Abstract

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.

Original languageEnglish (US)
PublisherPalgrave Macmillan
Number of pages181
ISBN (Electronic)9781137331953
ISBN (Print)9781349462186
DOIs
StatePublished - Nov 19 2013
Externally publishedYes

ASJC Scopus subject areas

  • Social Sciences(all)

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