Department/School

Marketing

Date of this version

2011

Document Type

Article

Keywords

Consumer vulnerability, marketplace diversity

Abstract

Brands, as actors participating in the marketplace’s social discourse, have the ability to lower and equally, raise social and cultural boundaries. As such, it is important to understand better effects of brand-related cultural cues on consumer vulnerability, especially given the unprecedented diversification of cultural contexts in society today.

Published in

Social Business

Citation/Other Information

1(3), 263-280

Included in

Marketing Commons

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