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.
|Title of host publication||Cross Cultural Issues in Consumer Science and Consumer Psychology : Current Perspectives and Future Directions|
|Editors||Hester van Herk, Torelli Carlos|
|Number of pages||19|
|Place of Publication||Cham|
|Publication status||Published - 2017|