Culture and Branding

Zeynep Gürhan-Canli, Ceren Hayran, Gülen Sarial Abi

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review


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.
Original languageEnglish
Title of host publicationCross Cultural Issues in Consumer Science and Consumer Psychology : Current Perspectives and Future Directions
EditorsHester van Herk, Torelli Carlos
Number of pages19
Place of PublicationCham
Publication date2017
ISBN (Print)9783319650906
ISBN (Electronic)9783319650913
Publication statusPublished - 2017
Externally publishedYes

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