This chapter provides an extensive review of academic research on the culture and branding interface that has been conducted since 1990s. We present a structured analysis of the major findings on how the changing landscape of culture influences how brands are perceived, provide managerial insights, discuss conflicting issues in the literature, and highlight some directions for future research. Specifically, we elaborate on how the cultural context and culturally sensitive consumer segments affect branding practices, and how consumer-brand relationships are shaped by culturally relevant values.

Culture and branding

Sarial-Abi, Gulen
2017

Abstract

This chapter provides an extensive review of academic research on the culture and branding interface that has been conducted since 1990s. We present a structured analysis of the major findings on how the changing landscape of culture influences how brands are perceived, provide managerial insights, discuss conflicting issues in the literature, and highlight some directions for future research. Specifically, we elaborate on how the cultural context and culturally sensitive consumer segments affect branding practices, and how consumer-brand relationships are shaped by culturally relevant values.
2017
9783319650906
9783319650913
Van Herk, Hester;Torelli, Carlos
Cross cultural issues in consumer science and consumer psychology: current perspectives and future directions
Gurhan-Canli, Zeynep; Hayran, Keren; Sarial-Abi, Gulen
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/4001963
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