Globalization, Culture, and Branding

Carlos J. Torelli

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2013
ISBN: 978-1-137-33195-3
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Chapters in this book:

Ch Chapter 1 Brands and Models of Brand Equity

Carlos J. Torelli

Ch Chapter 2 Cultural Equity

Carlos J. Torelli

Ch Chapter 3 Consumers from Different Cultures

Carlos J. Torelli

Ch Chapter 4 Consumers’ Reactions to the Cultural Meanings in Brands

Carlos J. Torelli

Ch Chapter 5 Brands and the Fulfillment of Cultural-Identity Needs

Carlos J. Torelli

Ch Chapter 6 Putting It All Together: Why and How to Build an Iconic Brand

Carlos J. Torelli

Ch Chapter 7 Leveraging and Protecting Cultural Equity

Carlos J. Torelli

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-1-137-33195-3

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DOI: 10.1057/9781137331953

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