Culture and Branding

Zeynep Gürhan-Canli, Ceren Hayran, Gülen Sarial Abi

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
TitelCross Cultural Issues in Consumer Science and Consumer Psychology : Current Perspectives and Future Directions
RedaktørerHester van Herk, Torelli Carlos
Antal sider19
UdgivelsesstedCham
ForlagSpringer
Publikationsdato2017
Sider129-147
Kapitel7
ISBN (Trykt)9783319650906
ISBN (Elektronisk)9783319650913
DOI
StatusUdgivet - 2017
Udgivet eksterntJa

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