Globalization, Culture, and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization

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.

Author: C. Torelli
Publisher: Palgrave MacMillan
Published: 11/19/2013
Pages: 181
Binding Type: Hardcover
Weight: 0.75lbs
Size: 8.50h x 5.50w x 0.70d
ISBN: 9781137333315

Review Citation(s):
Choice 07/01/2014

About the Author
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.