Culture and Branding

Zeynep  Gürhan-Canli; Ceren Hayran; Gülen Sarial Abi

doi:10.1007/978-3-319-65091-3_8

Culture and Branding

Zeynep Gürhan-Canli, Ceren Hayran, Gülen Sarial Abi

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review

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.

Original language	English
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
Publisher	Springer
Publication date	2017
Pages	129-147
Chapter	7
ISBN (Print)	9783319650906
ISBN (Electronic)	9783319650913
DOIs	https://doi.org/10.1007/978-3-319-65091-3_8
Publication status	Published - 2017
Externally published	Yes

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Cite this

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Culture and Branding. / Gürhan-Canli, Zeynep ; Hayran, Ceren; Abi, Gülen Sarial.
Cross Cultural Issues in Consumer Science and Consumer Psychology: Current Perspectives and Future Directions. ed. / Hester van Herk; Torelli Carlos . Cham: Springer, 2017. p. 129-147.

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review

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