Authors Yolanda Miralles Guimerá Universidad Jaume I yolandamiralles1@gmail.com ORCID: https://orcid.org/0000-0003-4491-9185 Carlos Fanjul Peyró Universidad Jaume I fanjul@uji.es ORCID: https://orcid.org/0000-0001-5940-5270   DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.02   Abstract The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, […]