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1. 1. The Glocalization of Brand Myths: An Examination of Volvo Discourses from a Swedish and an American Consumer Perspective

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Emma Lanzky; Anna Lundahl; [2016-09-22]
   Nyckelord :;

   Sammanfattning : This article examines how global brand myths take on localized meanings in different localities. The global car brand Volvo is used as context to identify global brand myths and study the local variations in how Swedish and American consumers interpret these myths. LÄS MER