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JUN
25
2017

The Cultural Meaning of Brands
By: Carlos J. Torelli (University of Illinois at Urbana-Champaign, USA), Maria A. Rodas (University of Minnesota, USA) and Jennifer L. Stoner (University of North Dakota, USA)


Published: 31 May 2017

The Cultural Meaning of Brands introduces a conceptual framework to understand: (1) How globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds, (2) the mechanisms by which brands acquire cultural meanings (that is, from simple country-(or region-)-of-origin associations to the more complex enactment of cultural authority), (3) the tools that marketers have to purposefully imbue brands with cultural meanings that can resonate with culturally-diverse consumers (that is, the tools to create cultural equity), and (4) how consumers respond to the cultural meanings in brands for fulfilling their goals.

Contents:
1: GLOBALIZATION AND THE MARKETPLACE. 2: THE MULTI-CULTURAL CONSUMER IN THE GLOBAL VILLAGE. 3: BRANDS AS CULTURAL ICONS (OF NATIONAL, REGIONAL, OR GLOBAL IDENTITIES). 4: CULTURAL EQUITY. 5: MEASURING CULTURAL EQUITY. 6: CONSUMERS’ RELATIONSHIPS WITH ICONIC BRANDS. 7: BUILDING CULTURAL EQUITY. 8: CONCLUSIONS AND FUTURE DIRECTIONS. 9: REFERENCES.

View all FnT MKT books here:
http://www.nowpublishers.com/mkt

MAY
17
2013

Customer Sense: How the 5 Senses Influence Buying Behavior
by Aradhna Krishna


If you are intrigued by the sensory signatures that brands leave behind such as the royal purple dye of the city of Tyre, Tiffany blue and the pink ribbon associated with breast cancer; or, if you wonder why the pop and crackle of chips in your mouth is so appealing; or, even if you are just someone who appreciates the elegance of an iPod Touch, this recent book on sensory marketing might be something you’d like to pick up. Penned by Aradhna Krishna, Dwight F. Benton Professor of Marketing at the University of Michigan, the book is an easy read and examines how each sense can be effectively utilized to create a sensorial experience that far outlasts the best advertising.

Kirkus Reviews describes it as “A sophisticated, easy-handed elucidation of the practice of marketing to our senses.”

Jennifer Aaker, Professor of Marketing, Stanford University describes this book as one that “should be on every marketer's and product developer's shelf.”

And, Rachel Herz, Author of The Scent of Desire, Adjunct Professor, Department of Psychiatry and Human Behavior, Brown University Medical School, says that this book is for anyone “who is looking to connect with customers at a multisensory level, where their most fundamental motivations lie.”

The book was recently covered in the JWT Intelligence report and a brief interview with Krishna is available.

Aradhna Krishna, who was recently named Fellow of the Society of Consumer Psychology for her pioneering work on Sensory Marketing, has previously edited another research book, Sensory Marketing: Research on the Sensuality of Products. Customer Sense, however, is aimed at the general audience and sits well with the practitioner, the casual reader and also the academic who wants to develop a teaching and research portfolio in this field.

“Customer Sense: How the 5 Senses Influence Buying Behavior” - is available at Amazon.