E-Books

The Cultural Meaning of Brands introduces a conceptual framework to understand: (1) How globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds, (2) the mechanisms by which brands acquire cultural meanings (that is, from simple country-(or region-)-of-origin associations to the more complex enactment of cultural authority), (3) the tools that marketers have to purposefully imbue brands with cultural meanings that can resonate with culturally-diverse consumers (that is, the tools to create cultural equity), and (4) how consumers respond to the cultural meanings in brands for fulfilling their goals.

Entrepreneurial finance is defined as a topic that covers several sources of capital, such as angel investors, venture capital, private equity, hedge funds, microfinance, project finance, and more. This monograph focuses on three of these principal components - institutional financing (in the shape of formal venture capital), angel financing, and crowdfunding - in order to identify and analyze the academic literature in entrepreneurial equity finance. Venture Capital, Angel Financing, and Crowdfunding of Entrepreneurial Ventures: A Literature Review provides a connected overview of the academic literature. The authors develop a theoretical framework that not only provides insight into the different sources of entrepreneurial equity finance but also guides the volume's structure. The cornerstones are presented in an interconnected style rather than individually. This offers the benefit of analyzing the literature that investigates the interplay between these market forces rather than simply investigating each financing technique's individual contribution, therefore providing a sense of the overall market dynamics.