Cultural Identity and Globalization in the Dynamics of Brand Management - Softcover

Softcover

ISBN 13: 9798337381633

Publisher: Business Science Reference, 2026

Synopsis

In an era of globalization, brand management intersects with cultural identity and global market integration. As brands expand across borders, they become cultural symbols shaped by local values, traditions, and social norms. The challenge of maintaining a coherent global brand image and adapting to diverse cultural contexts becomes central for brand managers. Understanding how cultural identity influences consumer perceptions, and how globalization reshapes those identities, may reveal how brands successfully balance standardization with cultural sensitivity to remain authentic, relevant, and competitive in an interconnected world. Cultural Identity and Globalization in the Dynamics of Brand Management explores the dynamics of brand management in an increasingly globalized and culturally diverse marketplace. It examines how brands construct and communicate identity across borders, adapt to local cultural nuances, and develop strategies that balance global consistency with regional relevance. This book covers topics such as sociology, digital technology, and consumer loyalty, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.

About this title

About the Authors

Bruno Sousa (bsousa@ipca.pt) is Professor Coordenador of Marketing at Polytechnic University of Cavado and Ave (IPCA), Portugal and PhD in Marketing and Strategy in Universidade do Minho, Portugal. Bruno Sousa won the Career in Higher Education Award at the Hospitality Educations Awards (2025) in Portugal. Head of Master Program - Tourism Management (IPCA) and Tourism Marketing Master. CiTUR research member. Bruno Sousa has published several chapters at IGI Global over the past 10 years, on topics of marketing, tourism and management. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.

Luzia Arantes (lamorim@ua.pt) as a PhD in Applied Psychology from the University of Minho, Portugal, in addition, she is doing a PhD in Marketing and Strategy at the same institution. She is currently a researcher at Ekonomikas un Kulturas Augstskola (Serbia) and a lecturer at Polytechnic University of Cávado and Ave and at University of Aveiro, Portugal. He has published book chapters at IGI Global on marketing, tourism, consumer behavior, sustainability and artificial intelligence, as well as the book entitled “Regenerative tourism for social development”. She has published in the Journal of International Journal of Marketing, Corporate Social Responsibility and Environmental Management, Journal of Cultural Heritage Management and Sustainable Development, Journal of International Consumer Marketing, Sustainability and the European Journal of Applied Business Management. She has received several awards, including the Best Paper Award in Sustainable Marketing & Digital Perspectives and the Best Paper Award in Consumer Behaviour.

Edition details

• Publisher: Business Science Reference
• Publication date: 2026
• Language: English
• ISBN 13: 9798337381633
• Binding: Paperback
• Number of pages: 528
• Editor: Sousa Bruno Barbosa, Arantes Luzia