Back To School Sale: Thousands of textbooks, only $25 each hardcover! Available through Aug 29, 2018.

Globalization, Culture, and Branding

How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization

Authors: Torelli, C.

Buy this book

eBook $84.99
price for USA (gross)
  • ISBN 978-1-137-33195-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.99
price for USA
  • ISBN 978-1-137-33331-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $109.99
price for USA
  • ISBN 978-1-349-46218-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.

About the authors

Carlos J. Torelli is Associate Professor of Marketing at the Carlson School of Management, University of Minnesota, USA, and former Marketing Vice-President for Citibank in Venezuela and Turkey. His work has been published in several books and in top journals in psychology and consumer behavior, including the Journal of Marketing, the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Consumer Psychology (where one of his articles is ranked in the "top 20 most cited" articles in the last 5 years), Social Cognition, and Social and Personality Psychology Compass. His research has been featured in multiple mass media outlets, such as NPR, WCCO-TV, KMSP-TV, Star Tribune, Psychology Today, Yahoo Finance, and Yahoo Lifestyle.

Reviews

"Finally, a book that bridges the gap between brand management and cultural psychology. Torelli leverages the insights of cultural psychology and related fields to provide research-based answers to the real-world questions facing global brand managers. As both consumers and brands become more culturally diverse, these questions are more urgent than ever. If you have ever wondered how McDonald's, Kellogg's, and BMW navigate the complex cultural landscapes in which they do business - and how they could do it better - read this book!" - Sharon Shavitt, Professor of Marketing, University of Illinois, USA

"On topics related to culture, branding, and brand equity, there are several books and authors considered 'classics' by marketing professors. Torelli's work offers a rich and accessible addition to this reading list." - CHOICE, Highly Recommended


Table of contents (7 chapters)

  • Brands and Models of Brand Equity

    Torelli, Carlos J.

    Pages 3-34

  • Cultural Equity

    Torelli, Carlos J.

    Pages 35-58

  • Consumers from Different Cultures

    Torelli, Carlos J.

    Pages 61-78

  • Consumers’ Reactions to the Cultural Meanings in Brands

    Torelli, Carlos J.

    Pages 79-95

  • Brands and the Fulfillment of Cultural-Identity Needs

    Torelli, Carlos J.

    Pages 97-108

Buy this book

eBook $84.99
price for USA (gross)
  • ISBN 978-1-137-33195-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.99
price for USA
  • ISBN 978-1-137-33331-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $109.99
price for USA
  • ISBN 978-1-349-46218-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.

Services for this book

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Globalization, Culture, and Branding
Book Subtitle
How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization
Authors
Copyright
2013
Publisher
Palgrave Macmillan US
Copyright Holder
Carlos J. Torelli
eBook ISBN
978-1-137-33195-3
DOI
10.1057/9781137331953
Hardcover ISBN
978-1-137-33331-5
Softcover ISBN
978-1-349-46218-6
Edition Number
1
Number of Pages
XII, 181
Number of Illustrations and Tables
5 b/w illustrations
Topics