The Cultural Meaning of Brands

The Cultural Meaning of Brands

Paperback

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Product Details

ISBN-13: 9781680832860
Publisher: Now Publishers
Publication date: 05/31/2017
Pages: 78
Product dimensions: 6.14(w) x 9.21(h) x 0.16(d)

Table of Contents

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. CONSUMERS’ RELATIONSHIPS WITH ICONIC BRANDS. BUILDING CULTURAL EQUITY. CONCLUSIONS AND FUTURE DIRECTIONS. REFERENCES.

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