TY  - ADVS
AU  - Mooij,Marieke K.de
TI  - Culture and branding
T2  - Global branding strategies,
PY  - 2014///
CY  - London
PB  - Henry Stewart Talks
KW  - Brand name products
KW  - Cross-cultural studies
KW  - Branding (Marketing)
KW  - Consumer behavior
KW  - Consumers
KW  - Psychology
N1  - 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
UR  - https://hstalks.com/bm/2961/
UR  - https://hstalks.com/bm/p/800/
ER  -