Brand concepts as representations of human values : do cultural congruity and compatibility between values matter?
Carlos J. Torelli, Ayşegül Özsomer, Sergio W. Carvalho, Hean Tat Keh, & Natalia Maehle
| Year of publication: |
2012
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|---|---|
| Authors: | Torelli, Carlos J. ; Ozsomer, Aysegul ; Carvalho, Sergio W. ; Keh, Hean Tat ; Maehle, Natalia |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 76.2012, 4, p. 92-108
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| Subject: | brand concepts | human values | cultural congruity | cultural orientation | global branding | Markenführung | Brand management | Kulturelle Identität | Cultural identity | Soziale Werte | Social values | Konsumentenverhalten | Consumer behaviour | Unternehmenskultur | Corporate culture | Markenartikel | Brand | Internationales Marketing | International marketing |