Origination John Wiley & Sons. 2015 "From Latin Americas coffe and Thai silks to Danish furniture and Hollywood films, geographical associations add untold meaning and value to commodities. Yet while social science research has long focused on the 'Country of Origin' and it inextricable links to consumer behaviour, it has failed to develop critical ways […]
Origination
John Wiley & Sons.
2015
"From Latin Americas coffe and Thai silks to Danish furniture and Hollywood films, geographical associations add untold meaning and value to commodities. Yet while social science research has long focused on the 'Country of Origin' and it inextricable links to consumer behaviour, it has failed to develop critical ways of thinking about the geographies of brands, and branding that encompass and extend beyond this national frame. Origination: The Geographies of brands and Branding addresses...
Origination
John Wiley & Sons.
2015
Origination: The Geographies of Brands and Branding offers innovative theoretical and conceptual frameworks relating to the ways that actors create meaning and value in commodity brands and branding through processes of geographical association. Provides innovative conceptualization and theorization to facilitate an understanding of the geographical dimensions of brands and branding Challenges current interpretations of brands as vehicles of homogenization in globalization Establishes the...
Hoover's Handbook of World Business
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