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.
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guideli...
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.
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guideli...
This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global marketplace. An international panel of experts analyzes current trends in consumer behavior across diverse countries worldwide and across cultural groups within countries, depicting commonly-used cross-cultural frameworks and research methods. Beginning with conceptualizing and quantifying culture at the national level, the volume then moves to individual levels of analysis of consumer decis
ion-making, examining consumer data as...
This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasing...
