A Cultural Approach to Branding in the Global Marketplace

International marketing's commitment to a technical and universalizing approach to solving managerial problems has meant that researchers have adopted an ethnocentric approach to branding. This is becoming problematic as the global marketplace develops. The authors argue that to meet the theore...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of international marketing (East Lansing, Mich.) Mich.), 2008-01, Vol.16 (4), p.86-112
Hauptverfasser:	Cayla, Julien, Arnould, Eric J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand image Branding Brands Chinese culture Consumer advertising Consumer psychology Consumer research Culture Globalization Marketing Mythology Popular culture Studies
Online-Zugang:	Volltext
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