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Torelli, Carlos J.

Globalization, Culture, and Branding

Torelli, Carlos J. - Globalization, Culture, and Branding, e-bok

106,70€

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ISBN: 9781137331953
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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

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

Författare
Utgivare
Springer
Utgivningsår
2013
Språk
en
Utgåva
1
Sidantal
193 sidor
Kategori
Ekonomisk
Format
E-bok
eISBN (PDF)
9781137331953
Tryckt ISBN
978-1-349-46218-6

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