Carlos J. Torelli, University of Illinois at Urbana-Champaign (IMAGE)

University of Illinois at Urbana-Champaign, News Bureau

Carlos J. Torelli, University of Illinois at Urbana-Champaign

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The concept of "cultural distinctiveness" prompts consumers to fulfill a need to connect with home by favoring brands or products associated with a related cultural group, says U. of I. business professor and branding expert Carlos J. Torelli.

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Photo by University of Illinois College of Business

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