How do immigrants and their children forge their identities in a new land--and how does the ethnic culture they create thrive in the larger society? Making Italian America brings together new scholarship on the cultural history of consumption, immigration, and ethnic marketing to explore these...

"This book is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding"--