IDEAS home Printed from https://ideas.repec.org/a/now/fntmkt/1700000048.html
   My bibliography  Save this article

The Cultural Meaning of Brands

Author

Listed:
  • Torelli, Carlos J.
  • Rodas, Maria A.
  • Stoner, Jennifer L.

Abstract

In this monograph, we introduce a conceptual framework to understand: (1) How globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds, (2) the mechanisms by which brands acquire cultural meanings (i.e., from simple country-(or region-)-of-origin associations to the more complex enactment of cultural authority), (3) the tools that marketers have to purposefully imbue brands with cultural meanings that can resonate with culturally-diverse consumers (i.e., the tools to create cultural equity), and (4) how consumers respond to the cultural meanings in brands for fulfilling their goals.

Suggested Citation

  • Torelli, Carlos J. & Rodas, Maria A. & Stoner, Jennifer L., 2017. "The Cultural Meaning of Brands," Foundations and Trends(R) in Marketing, now publishers, vol. 10(3), pages 153-214, May.
  • Handle: RePEc:now:fntmkt:1700000048
    DOI: 10.1561/1700000048
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1561/1700000048
    Download Restriction: no

    File URL: https://libkey.io/10.1561/1700000048?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Globalization; Global markets; Cultural authority; Cultural equity; Brands; Multicultural consumer; Cultural icons;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:now:fntmkt:1700000048. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucy Wiseman (email available below). General contact details of provider: http://www.nowpublishers.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.