Creating Cultural Meaning in Products and Brands: A Psychological Perspective

Deborah J. MacInnis,Carlos J. Torelli,C. Whan Park

JOURNAL OF CONSUMER PSYCHOLOGY（2019）

引用 14|浏览31

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摘要

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 research.

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Branding,Communication,Cross-cultural research,Needs and values,Self and identity

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