Verkauf durch Sack Fachmedien

Torelli

Globalization, Culture, and Branding

How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization

Medium: Buch
ISBN: 978-1-137-33331-5
Verlag: Palgrave MacMillan Us
Erscheinungstermin: 19.11.2013
Lieferfrist: bis zu 10 Tage

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.


Produkteigenschaften


  • Artikelnummer: 9781137333315
  • Medium: Buch
  • ISBN: 978-1-137-33331-5
  • Verlag: Palgrave MacMillan Us
  • Erscheinungstermin: 19.11.2013
  • Sprache(n): Englisch
  • Auflage: 2013. Auflage 2013
  • Produktform: Gebunden
  • Gewicht: 3501 g
  • Seiten: 181
  • Format (B x H x T): 140 x 216 x 18 mm
  • Ausgabetyp: Kein, Unbekannt
Autoren/Hrsg.

Autoren

Preface PART I: UNDERSTANDING BRANDS AND THEIR CULTURAL MEANINGS 1. Brands and Models of Brand Equity 2. Cultural Equity PART II: GAINING INSIGHTS INTO HOW CROSS-CULTURAL CONSUMERS VIEW ICONIC BRANDS 3. Consumers from Different Cultures 4. Consumers' Reactions to the Cultural Meanings in Brands 5. Brands and the Fulfillment of Cultural Identity Needs PART III: BUILDING, LEVERAGING AND PROTECTING BRAND EQUITY 6. Putting it all Together: Why and How to Build an Iconic Brand 7. Leveraging and Protecting Cultural Equity