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

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

Paperback

Investing & FinanceManagementMarketing

ISBN10: 1349462187
ISBN13: 9781349462186
Publisher: Springer Nature
Published: Dec 18 2015
Pages: 181
Weight: 0.51
Height: 0.42 Width: 5.50 Depth: 8.50
Language: English
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.

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Investing & Finance