The Role of Individualism and Masculinity in the Formation of a Global F&B Brand’s Extended Identity
This thesis investigates the role that specific cultural dimensions – such as individualism and masculinity - play in shaping the extended identity of global F&B brands. It explores the link between individualism and brand identity in nations that differ based on their position on the individual...
| Main Author: | |
|---|---|
| Format: | Others |
| Published: |
Scholarship @ Claremont
2017
|
| Subjects: | |
| Online Access: | http://scholarship.claremont.edu/cmc_theses/1616 http://scholarship.claremont.edu/cgi/viewcontent.cgi?article=2714&context=cmc_theses |