Edited by Shintaro Okazaki
Chapter 3: Adoption of Global Consumer Culture: The Road to Global Brands
3 Adoption of global consumer culture: the road to global brands Ayşegül Özsomer INTRODUCTION The cultural influence of global brands has never been more important. In psychological terms, global brands are perceived as creating an identity, and a...
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.