Publication: Culture and branding
Program
KU-Authors
KU Authors
Co-Authors
Hayran, Ceren
Sarial-Abi, Gülen
Publication Date
Language
Type
Embargo Status
Journal Title
Journal ISSN
Volume Title
Alternative Title
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.
Source
Publisher
Springer
Subject
Business
Citation
Has Part
Source
Cross Cultural Issues in Consumer Science and Consumer Psychology: Current Perspectives and Future Directions
Book Series Title
Edition
DOI
10.1007/978-3-319-65091-3_8