Creating Cultural Meaning in Products and Brands: A Psychological Perspective
Abstract
R. Batra (2019) and S. Fournier and C. Alvarez (2019) provide many substantive perspectives related to the questions about creating cultural meaning in products and brands. This commentary organizes their views and thoughts under five broadly categorized questions and identifies additional relevant perspectives and questions for future...
Paper Details
Title
Creating Cultural Meaning in Products and Brands: A Psychological Perspective
Published Date
Jul 1, 2019
Volume
29
Issue
3
Pages
555 - 562
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