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OverviewDrawing 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. Full Product DetailsAuthor: C. TorelliPublisher: Palgrave Macmillan Imprint: Palgrave Macmillan Edition: 1st ed. 2013 Dimensions: Width: 14.00cm , Height: 1.10cm , Length: 21.60cm Weight: 2.534kg ISBN: 9781349462186ISBN 10: 1349462187 Pages: 181 Publication Date: 18 December 2015 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsPreface PART I: UNDERSTANDING BRANDS AND THEIR CULTURAL MEANINGS 1. Brands and Models of Brand Equity 2. Cultural Equity PART II: GAINING INSIGHTS INTO HOW CROSS-CULTURAL CONSUMERS VIEW ICONIC BRANDS 3. Consumers from Different Cultures 4. Consumers' Reactions to the Cultural Meanings in Brands 5. Brands and the Fulfillment of Cultural Identity Needs PART III: BUILDING, LEVERAGING AND PROTECTING BRAND EQUITY 6. Putting it all Together: Why and How to Build an Iconic Brand 7. Leveraging and Protecting Cultural EquityReviewsFinally, a book that bridges the gap between brand management and cultural psychology. Torelli leverages the insights of cultural psychology and related fields to provide research-based answers to the real-world questions facing global brand managers. As both consumers and brands become more culturally diverse, these questions are more urgent than ever. If you have ever wondered how McDonald's, Kellogg's, and BMW navigate the complex cultural landscapes in which they do business - and how they could do it better - read this book! - Sharon Shavitt, Professor of Marketing, University of Illinois, USA On topics related to culture, branding, and brand equity, there are several books and authors considered 'classics' by marketing professors. Torelli's work offers a rich and accessible addition to this reading list. - CHOICE, Highly Recommended Finally, a book that bridges the gap between brand management and cultural psychology. Torelli leverages the insights of cultural psychology and related fields to provide research-based answers to the real-world questions facing global brand managers. As both consumers and brands become more culturally diverse, these questions are more urgent than ever. If you have ever wondered how McDonald's, Kellogg's, and BMW navigate the complex cultural landscapes in which they do business - and how they could do it better - read this book! - Sharon Shavitt, Professor of Marketing, University of Illinois, USA On topics related to culture, branding, and brand equity, there are several books and authors considered 'classics' by marketing professors. Torelli's work offers a rich and accessible addition to this reading list. - CHOICE, Highly Recommended Author Information"Carlos J. Torelli is Associate Professor of Marketing at the Carlson School of Management, University of Minnesota, USA, and former Marketing Vice-President for Citibank in Venezuela and Turkey. His work has been published in several books and in top journals in psychology and consumer behavior, including the Journal of Marketing, the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Consumer Psychology (where one of his articles is ranked in the ""top 20 most cited"" articles in the last 5 years), Social Cognition, and Social and Personality Psychology Compass. His research has been featured in multiple mass media outlets, such as NPR, WCCO-TV, KMSP-TV, Star Tribune, Psychology Today, Yahoo Finance, and Yahoo Lifestyle." Tab Content 6Author Website:Countries AvailableAll regions |
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