Login

Torelli, Carlos J.

Globalization, Culture, and Branding

Torelli, Carlos J. - Globalization, Culture, and Branding, ebook

120,25€

Ebook, PDF with Adobe DRM
ISBN: 9781137331953
DRM Restrictions

PrintingNot allowed
Copy to clipboardNot allowed

Table of contents

Section 1. Understanding Brands and Their Cultural Meanings

1. Brands and Models of Brand Equity
Carlos J. Torelli

2. Cultural Equity
Carlos J. Torelli

Section 2. Gaining Insights into How Cross-Cultural Consumers View Iconic Brands

3. Consumers from Different Cultures
Carlos J. Torelli

4. Consumers’ Reactions to the Cultural Meanings in Brands
Carlos J. Torelli

5. Brands and the Fulfillment of Cultural-Identity Needs
Carlos J. Torelli

Section 3. Building, Leveraging, and Protecting Cultural Equity

6. Putting It All Together: Why and How to Build an Iconic Brand
Carlos J. Torelli

7. Leveraging and Protecting Cultural Equity
Carlos J. Torelli

Keywords: Business and Management, Marketing, Business Strategy/Leadership, International Business, Corporate Communication/Public Relations, Globalization

Author(s)
Publisher
Springer
Publication year
2013
Language
en
Edition
1
Page amount
193 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9781137331953
Printed ISBN
978-1-349-46218-6

Similar titles