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010			_a 2013025820
011			_aBIB MATCHES WORLDCAT
020			_a1137333316 _qhardback
020			_a9781137333315 _qhardback
035			_a(ATU)b13647726
035			_a(OCoLC)852763588
040			_aDLC _beng _erda _cDLC _dYDX _dOCLCO _dYDXCP _dBTCTA _dBDX _dUPM _dDEBSZ _dUKMGB _dAU@ _dOCLCF _dATU
042			_apcc
050	0	0	_aHF5415.1255 _b.T67 2013
082	0	0	_a658.827 _223
100	1		_aTorelli, Carlos J., _eauthor. _9834166
245	1	0	_aGlobalization, culture and branding : _bhow to leverage cultural equity for building iconic brands in the era of globalization / _cCarlos J. Torelli.
246	3		_aGlobalisation, culture and branding : _bHow to leverage cultural equity for building iconic brands in the era of globalisation
264		1	_aNew York City, NY : _bPalgrave Macmillan, _c2013.
264		4	_c©2013
300			_axi, 181 pages : _billustrations ; _c23 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aSection 1 Understanding Brands and Their Cultural Meanings -- 1.Brands and Models of Brand Equity -- 2.Cultural Equity -- Section 2 Gaining Insights into How Cross-Cultural Consumers View Iconic Brands -- 3.Consumers from Different Cultures -- 4.Consumers' Reactions to the Cultural Meanings in Brands -- 5.Brands and the Fulfillment of Cultural-Identity Needs -- Section 3 Building, Leveraging, and Protecting Cultural Equity -- 6.Putting It All Together: Why and How to Build an Iconic Brand -- 7.Leveraging and Protecting Cultural Equity.
520			_aWith globalization, the marketplace is becoming increasingly complex for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers' values and desires) sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diverse. Torelli illustrates how marketers can take advantage of these seismic changes and leverage cultural equity for building iconic brands in the era of globalization. Drawing from novel theoretical insights into 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. Unlike past publications that conducted broad reviews of international or global marketing best-practices, Torelli's book zooms in on the issues involved in growing and protecting brand equity in multi-cultural markets.
650		0	_aBranding (Marketing) _vCross-cultural studies _9635473
650		0	_aBrand name products _vCross-cultural studies _9635479
650		0	_aConsumers _vCross-cultural studies _9648280
650		0	_aConsumer behavior _vCross-cultural studies _9729383
907			_a.b13647726 _b22-08-17 _c28-10-15
942			_cB
945			_a658.827 TOR _g1 _iA525765B _j0 _lcmain _o- _p$101.87 _q- _r- _s- _t0 _u4 _v0 _w1 _x1 _y.i13406425 _z29-10-15
998			_ab _ac _b06-04-16 _cm _da _feng _gnyu _h0
999			_c1273837 _d1273837