The Cultural Meaning of Brands

ISBN-13: 9781680832860 / Angielski / Miękka / 2017 / 78 str.

Carlos J. Torelli; Maria a. Rodas; Jennifer L. Stoner

Opis

The Cultural Meaning of Brands introduces a conceptual framework to understand: (1) How globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds, (2) the mechanisms by which brands acquire cultural meanings (that is, from simple country-(or region-)-of-origin associations to the more complex enactment of cultural authority), (3) the tools that marketers have to purposefully imbue brands with cultural meanings that can resonate with culturally-diverse consumers (that is, the tools to create cultural equity), and (4) how consumers respond to the cultural meanings in brands for fulfilling their goals.

Spis treści

• Globalization and the Marketplace
• The Multi-Cultural Consumer in the Global Village
• Brands as Cultural Icons (of National, Regional, or Global Identities)
• Cultural Equity
• Measuring Cultural Equity
• Consumer Relationships
• Relationships With Iconic Brands
• Building Cultural Equity
• Conclusions and Future Directions
• References