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Creating Cultural Meaning in Products and Brands: A Psychological Perspective |
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| Authors: | Deborah J MacInnis Carlos J Torelli C Whan Park |
| 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 research. |
| Keywords: | Branding Communication Cross‐cultural research Needs and values Self and identity |