Culture, branding and national identity in the era of globalization a study of beer brands in the Finnish market
Branding and marketing encompass some of the core elements of intercultural communication. Brands are derived from the existing cultural capital and the interaction that brands have with consumers in the marketing and consumption process involves an exchange of meaning and messages and therefore con...
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| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2013
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/40726 |