Cover Image

Globalization, Culture, and Branding How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization /

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.

Bibliographic Details
Main Author: Torelli, Carlos J. (Author)
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language:English
Published: New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan, 2013.
Subjects:
Business.
Marketing.
Public relations.
Leadership.
International business enterprises.
Globalization.
Business and Management.
Business Strategy/Leadership.
International Business.
Corporate Communication/Public Relations.
Online Access:View fulltext via EzAccess
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