The cultural meanings of brands

Carlos J. Torelli, Maria A. Rodas, Jennifer L. Stoner

Research output: Contribution to journalArticlepeer-review


In this monograph, we introduce a conceptual framework to understand: (1) How globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds, (2) the mechanisms by which brands acquire cultural meanings (i.e., from simple country-(or region-)-of-origin associations to the more complex enactment of cultural authority), (3) the tools that marketers have to purposefully imbue brands with cultural meanings that can resonate with culturally-diverse consumers (i.e., the tools to create cultural equity), and (4) how consumers respond to the cultural meanings in brands for fulfilling their goals.

Original languageEnglish (US)
Pages (from-to)153-214
Number of pages62
JournalFoundations and Trends in Marketing
Issue number3
StatePublished - 2017
Externally publishedYes

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing


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