No harm done? Culture-based branding and its impact on consumer vulnerability: a research agenda

A.J. Broderick, C. Demangeot, Eva Kipnis, M. Zuñiga, C. Pullig, R.D. Mueller, J.M. Mandiberg, G. Johnson, G.R. Henderson, N.S. Ferguson, N.R. Adkins

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
Pages (from-to)263-280
JournalSocial Business
Issue number3
Publication statusPublished - 2011

Bibliographical note

The full text of this item is not available from the repository.
Author Posting © Westburn Publishers Ltd, 2011.  This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in Social Business, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Social Business, Vol. 1, 2011, No.3, pp. 263-280, doi: 10.1362/204440811X13210328296586.


  • advertising
  • branding
  • cultural cues
  • cultural identity
  • cultural diversity
  • consumer identification

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