International Branding and Consumer Behavior Across Cultures. Cet article n’est pas disponible.International Branding and Consumer Behavior Across Cultures

In today's global marketplace, businesses must understand how cultural differences influence consumer preferences, purchasing decisions, and brand perceptions across different regions. International branding creates and manages brand identities that appeal to diverse audiences while maintaining a consistent global image. Factors like values, traditions, language, religion, and social norms shape consumer behavior, making cultural awareness essential for successful marketing strategies. By examining the relationship between international branding and cross-cultural consumer behavior, organizations may better adapt their products, advertising, and communication methods to compete in international markets. International Branding and Consumer Behavior Across Cultures explores how international brands adapt their marketing strategies to meet the cultural preferences and expectations of consumers in different countries. It examines the influence of cultural values, social norms, language, and consumer behavior on branding, advertising, and purchasing decisions. This book covers topics such as customer engagement, global business, and international marketing, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.

Vasco Santos holds a PhD in Business Sciences with a specialization in Marketing from Fernando Pessoa University (PT) and a PhD in Tourism from the University of Seville (ES). He completed a Post-Doc in Innovation Management applied to Sustainable Luxury Tourism at the University of Aveiro (PT), an Habilitation in Management at Europeia University (PT), a Master’s degree in Tourism Marketing and Promotion, and a degree in Hotel Management from the School of Tourism and Technology of the Sea at the Polytechnic of Leiria (PT). He is the CEO and Founder of VRS Hospitality Consulting, an Adjunct Professor at the Polytechnic Institute of Tomar, a member of its Research and Innovation Support Office (GAII), and a guest lecturer at ISLA Santarém – Polytechnic Institute. Vasco is an integrated researcher at NECE - Research Centre for Business Sciences at the University of Beira Interior (PT), a collaborative researcher at GOVCOPP - Competitiveness, Innovation, and Sustainability Research Group at the University of Aveiro (PT), and CITUR Leiria – Centre for Tourism Research, Development and Innovation at the Polytechnic Institute of Leiria (PT). He is also a founding member of the National Tourism Platform (PNT) and served as principal investigator for the IC&DT project “Wine Experience and Sensations: Exploring Wine Culture and Heritage in the Tejo Region,” co-funded by the European Union. Editor-in-Chief of the International Journal of Digital Marketing, Management, and Innovation (IJDMMI) (IGI Global), Vasco has contributed as a reviewer, author, and editor for book projects with Emerald Publishing, Routledge Publishing, and IGI Global Publishing. His works are published in refereed international journals, conference proceedings, books, and book chapters.