Multicultural Marketing Is Your Story

Index

Advertising, 71–74

Ambition, 44

Archetypology, 2

Atmospherics marketing, 52

Belonging, 44, 87

Biological schemes, culture, 94

Blissful ignorance, 107

Brand communities, 65, 79

in multicultural realm, 75–81

in relationships, 81–83

Brand community-based stories, 78

Brand positioning, 77, 113, 114

Brands storytelling, 74–75

Cancel culture, 20, 55, 81, 95

Cause–effect relationships, 18

Colors, 116

Communication, 19, 28

Conscious competence, 107–108

Conscious incompetence, 107

Consumption, 5

Context, xiii

Cooperation, 19

Country of origin effect, 7–8

Cultural analysis, 122–123

Cultural Appropriation model, 126

Cultural archetypes, 2, 53

Cultural awareness, 107–108

Cultural communities, 69

Cultural distance, 8

Cultural diversity, 85, 90–94