Globalization, Culture, and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization

Globalization, Culture, and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization
Publisher: Springer
Authors: C. Torelli
Published on: 2013-11-19
Page Count: 181 pages
Print Type: BOOK
Maturity Rating: NOT_MATURE
Language: en
Embeddable: Yes
PDF Available: Yes
EPUB Available: Yes
ISBN-13: 9781137331953
ISBN-10: 113733195X
... brand awareness (or brand salience) is often synonymous with assessing the strength of the link between a brand and a product category. Three classical measures of brand awareness are spontaneous awareness, top-of-mind awareness, and ...

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