The Cultural Meaning of Brands
Author:   Carlos J. Torelli ,  Maria A. Rodas ,  Jennifer L. Stoner
Publisher:   now publishers Inc
ISBN:  

9781680832860


Pages:   74
Publication Date:   31 May 2017
Format:   Paperback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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The Cultural Meaning of Brands


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Author:   Carlos J. Torelli ,  Maria A. Rodas ,  Jennifer L. Stoner
Publisher:   now publishers Inc
Imprint:   now publishers Inc
ISBN:  

9781680832860


ISBN 10:   1680832867
Pages:   74
Publication Date:   31 May 2017
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Globalization and the Marketplace. The Multicultural Consumer in the Global Village. Brands as Cultural Icons (of National, Regional or Global Identities). Cultural Equity. Measuring Cultural Equity. Consumers’ Relationship with Iconic Brands. Building Cultural Equity. Conclusions and Future Directions. References.

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