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