Mooij, Marieke K. de, 1943-
Culture and branding [electronic resource] / Marieke de Mooij. - London : Henry Stewart Talks, 2014. - 1 online resource (1 streaming video file (35 min.) : color, sound). - Global branding strategies, 2056-4570 . - Henry Stewart talks. Business & management collection. Global branding strategies. .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: Few global brands are universally successful; there are no global consumers in the global village -- Brands are association networks on the consumers' mind and consumers are not the same worldwide -- Cultural differences influence consumers' relationships with brands -- Understanding cultural difference and categorizing cultures with the help of models of national culture -- Understanding the consequences of culture for brand positions, brand personality and brand equity -- How values of national culture influence design and acceptance of brand packaging.
Access restricted to subscribers.
Mode of access: World Wide Web.
3602 Henry Stewart Talks
Brand name products--Cross-cultural studies.
Branding (Marketing)--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
Consumers--Psychology.
Culture and branding [electronic resource] / Marieke de Mooij. - London : Henry Stewart Talks, 2014. - 1 online resource (1 streaming video file (35 min.) : color, sound). - Global branding strategies, 2056-4570 . - Henry Stewart talks. Business & management collection. Global branding strategies. .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: Few global brands are universally successful; there are no global consumers in the global village -- Brands are association networks on the consumers' mind and consumers are not the same worldwide -- Cultural differences influence consumers' relationships with brands -- Understanding cultural difference and categorizing cultures with the help of models of national culture -- Understanding the consequences of culture for brand positions, brand personality and brand equity -- How values of national culture influence design and acceptance of brand packaging.
Access restricted to subscribers.
Mode of access: World Wide Web.
3602 Henry Stewart Talks
Brand name products--Cross-cultural studies.
Branding (Marketing)--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
Consumers--Psychology.