Extending Culturally Symbolic Brands: A Blessing or a Curse?

By Carlos J. Torelli, Rohini Ahluwalia. 2012

115 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/1699940b71370987eb421f6037772f88729c4d6a

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

1. Jeyoung Son
2. Inwon Kang
3. H. Cui

Citations in the corpus

• Conformity Consumption Behavior and FoMO (2019, background): “The preference for these culturally associated brands reflects the cultural background of a particular country [3] and depicts excessive following-up consumption by consumers in certain Korean groups.”