The Cultural Meaning of Brands

Carlos J. Torelli, Maria A. Rodas and Jennifer L. Stoner

Foundations and Trends(R) in Marketing, 2017, vol. 10, issue 3, 153-214

Abstract: In this monograph, we introduce 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 (i.e., 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 (i.e., the tools to create cultural equity), and (4) how consumers respond to the cultural meanings in brands for fulfilling their goals.

Keywords: Globalization; Global markets; Cultural authority; Cultural equity; Brands; Multicultural consumer; Cultural icons (search for similar items in EconPapers)
JEL-codes: D12 M31 Z13 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:now:fntmkt:1700000048

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