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With globalization, the marketplace is becoming increasingly complex for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers' values and desires) sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diverse. Torelli illustrates how marketers can take advantage of these seismic changes and leverage cultural equity for building iconic brands in the era of globalization. Drawing from novel theoretical insights into social psychology, cultural psychology, and marketing, "Globalization, Culture, and Branding" provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers. Unlike past publications that conducted broad reviews of international or global marketing best-practices, Torelli's book zooms in on the issues involved in growing and protecting brand equity in multi-cultural markets

Abstract
Results from four studies uncover a relatively automatic cultural congruency mechanism that can influence evaluations of culturally charged brand extensions, overriding the impact of perceived fit on extension evaluations. Culturally congruent extensions (i.e., when both the brand and the extension category cue the same cultural schema) were evaluated more favorably than culturally neutral extensions, which in turn were evaluated more favorably than culturally incongruent ones (i.e., cue two different cultural schemas). The effects emerged with both moderate and low fit brand extensions, as well as for narrow and broad brands. However, they only emerged when both the brand and the product were culturally symbolic, likely to automatically activate a cultural schema but did not emerge for brands low in cultural symbolism. The effects were driven by the processing (dis)fluency generated by the simultaneous activation of the same (different) cultural schemas by the product and the brand.

Intro -- Contents -- Chapter 1: Advancing Our Understanding of Cross-­Cultural Issues in Consumer Science and Consumer Psychology -- Key Issues in Cross-Cultural Consumer Science and Consumer Psychology -- Culture and Its Impact on Business Performance and Decisions -- Methodological Issues for Conducting Cross-Cultural Research -- Conclusion and Look into the Future -- References -- Chapter 2: Culture at the Country Level -- Introduction -- Culture at the Country Level -- Frameworks of National Culture -- Historical Background of National Culture Studies -- Leading Frameworks of National Culture -- Conceptual and Operational Foundations of the National Culture Frameworks -- Shared Conceptual Foundation: A Dimensional Framework of Culture -- Shared Conceptual Foundation: Nations as a Unit of Analysis -- Shared Operational Foundation: Reliance on Aggregated Individual-Level Survey Data -- Instrument and Questionnaire Design -- Language and Cross-Cultural Translation of Survey Items -- Sampling and Representativeness -- Limitations and Debates in the National Culture Literature -- Cultural Bias and Ethnocentrism -- The Validity and Relevance of Dimensional Frameworks -- Individuals and National Culture as a Dependent Variable -- Cultural Change and National Culture in a Globalizing World -- Concluding Remarks -- References -- Chapter 3: Putting the Pieces Together: Culture and the Person -- Introduction -- How Culture Impacts Individuals -- Internalized Individual Value Systems -- Contextual Issues: Culture as Situated Cognition -- Activation/Priming of Cultural Mind-Sets and Biculturalism -- Putting It All Together: When and Why Culture Matters -- References -- Chapter 4: Culture and Consumer Behavior -- Introduction -- Modeling Cross-Cultural Consumer Behavior -- Cultural Syndromes -- Dynamic Constructivist Theory of Culture.

This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global marketplace. An international panel of experts analyzes current trends in consumer behavior across diverse countries worldwide and across cultural groups within countries, depicting commonly-used cross-cultural frameworks and research methods. Beginning with conceptualizing and quantifying culture at the national level, the volume then moves to individual levels of analysis of consumer decision-making, examining consumer data as they affect business decisions in marketing products internationally. The resulting work synthesizes the consumer science, international business, and consumer psychology literatures for a deeper understanding of all three disciplines and pathways to future research as cultures interact and tastes evolve. Among the topics covered: Culture as a driver of individual and national consumer behavior. Consumer culture-based attitudes toward buying foreign versus domestic products. Country-of-origin effects: consumer perceptions of international products. The roles of cultural influences in product branding. Cultural aspects of consumer-brand relationships. Consumer behavior in the emerging marketplace of subsistence countries. This attention to both national detail and individual nuance makes Cross-Cultural Issues in Consumer Science and Consumer Psychology an instructive and highly useful reference for scholars and students in consumer psychology, cross-cultural psychology, marketing, international business, as well as professionals in these areas.

Abstract
Bicultural consumers now represent a third of the US population and are the fastest growing demographic group in the United States. This shift in consumer markets presents a challenge for marketers as they try to design brand strategies to serve this important group. In this article, the authors show that certain types of brands, specifically paradox brands that incorporate contradictory brand meanings, are particularly appealing to bicultural consumers. Results from seven studies reveal that bicultural consumers evaluate paradox brands more favorably and choose paradox brands more than traditional brands without contradictions. Furthermore, bicultural consumers exhibit more favorable evaluations and greater choice of paradox brands than do monocultural consumers. These cultural differences are attributable to greater cognitive flexibility found among biculturals, particularly those who adopt an acculturation strategy of integrating their different cultural identities. Greater cognitive flexibility, in turn, prompts stronger engagement with a paradox brand, which contributes to more favorable brand evaluations and choice. Contributions of this research for understanding bicultural consumers, marketing to bicultural consumers, and directions for future research are discussed.

Abstract
Trust is one of the highly important concepts of consumer research; yet it is characterized by a striking lack of generalizations and consensus regarding the relative strength of its antecedents, consequences, and moderators. To close this important gap, the current research reports a comprehensive large-scale meta-analysis shedding light on a wide variety of the antecedents, consequences, and moderators of the individual consumer's trust and their relative importance. Empirical generalizations are based on 2,147 effect sizes from 549 studies across 469 manuscripts in numerous disciplines, representing a total of 324,834 respondents in 71 countries over a five-decade span (1970–2020). The key findings are thus that (1) integrity-based (vs. reliability-based) antecedents are more effective in driving trust, and (2) trust is more effective in improving primarily attitudinal (vs. primarily behavioral) outcomes. Moderation analyses unpack further heterogeneity. Notably, both integrity-based and reliability-based antecedents have become stronger drivers of consumer trust in recent years. Theoretical and practical contributions are discussed in addition to advancing important future directions.

Abstract
High-profile instances of brands accused of cultural appropriation suggest that even the most prominent brands fail to fully understand the complexities of this phenomenon. This work experimentally unpacks consumer perceptions of cultural appropriation and its impact on brand attitudes and purchase interest. The authors begin by developing and validating a scale for measuring perceptions of cultural appropriation. Next, a series of studies demonstrates that viewing this phenomenon through a historical lens can help determine when and why the use of cultural elements is viewed as appropriative. Specifically, an emphasis on historical power imbalance explains why liberal consumers are more likely to recognize cultural appropriation and why commercializing disadvantaged cultures is considered appropriation, whereas using elements from advantaged cultures may be more acceptable. The conceptualization further identifies brand actions and interventions that influence perceptions of cultural appropriation, including externally emphasizing historical power imbalance, how brands obtain cultural elements, and how brands represent the culture in their product offerings and marketing. These findings help marketers (1) avoid launching products that can be damaging to the brand and offensive to consumers and (2) understand how to better promote products in a way that prevents rather than amplifies these negative perceptions.