Globalization, Culture, and Branding

How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization
2013. Auflage 2013
ISBN: 978-1-137-33331-5
Verlag: Palgrave MacMillan Us

Buch, Englisch, 181 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 3501 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Torelli, C.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Globalisierung, Transformationsprozesse
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

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

Über Autor(innen)

Carlos J. Torelli is Associate Professor of Marketing at the Carlson School of Management, University of Minnesota, USA, and former Marketing Vice-President for Citibank in Venezuela and Turkey. His work has been published in several books and in top journals in psychology and consumer behavior, including the Journal of Marketing, the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Consumer Psychology (where one of his articles is ranked in the "top 20 most cited" articles in the last 5 years), Social Cognition, and Social and Personality Psychology Compass. His research has been featured in multiple mass media outlets, such as NPR, WCCO-TV, KMSP-TV, Star Tribune, Psychology Today, Yahoo Finance, and Yahoo Lifestyle.