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TRANSNATIONAL MARKETS · Intercultural relationships are the basis of a new global society that has brought dramatic changes to the marketplace. People are coming together by learning from different ways of living and thinking. With a global consumer population growing culturally diverse, and a proliferation of global brands, consumers are in a deep change process at a psychological level. This multicultural construction not only exists in the mind, in the shape of values, beliefs, and needs, but it also modifies the environment in terms of the objects, activities, and brands that surround contemporary societies. Understand the psychological responses that make consumers reject brands or elevate them to the status of global icons, as well as how brands acquire cultural meanings is key to understand our culture and how it manifests itself.