Asia Branding
Connecting Brands, Consumers and Companies
Published on 14. October 2016
Book
Paperback/Softback
XVIII, 350 pages
978-1-137-48995-1 (ISBN)
Description
This is an edited collection examining different elements of branding within the context of Asia. Written by experts, it provides insights into current applied research on the relationship between companies, brands and consumers across key Asian economies.
More details
Edition
1st ed. 2017
Language
English
Place of publication
London
United Kingdom
Publishing group
Bloomsbury Publishing PLC
Target group
College/higher education
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 20 mm
Weight
559 gr
ISBN-13
978-1-137-48995-1 (9781137489951)
DOI
10.1057/978-1-137-48996-8
Schweitzer Classification
Persons
T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK and a Visiting Professor at University of Malaya, Malaysia.
Bang Nguyen is Associate Professor of Marketing at East China University of Science and Technology (ECUST), School of Business, Shanghai, China.
Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at Northwestern University. He also holds or has held appointments as an adjunct/visiting professor at the Queensland University of Technology in Australia, Cranfield School of Management in the UK, Tsinghua University and Peking University, China, and the Swedish School of Economics, Finland.
Bang Nguyen is Associate Professor of Marketing at East China University of Science and Technology (ECUST), School of Business, Shanghai, China.
Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at Northwestern University. He also holds or has held appointments as an adjunct/visiting professor at the Queensland University of Technology in Australia, Cranfield School of Management in the UK, Tsinghua University and Peking University, China, and the Swedish School of Economics, Finland.
Content
1. Introduction to Asia Branding: Connecting Brands, Consumers and Companies.- PART I: CONSUMER BASED BRAND PERSPECTIVES.- 2. Impact of Cultural Factors on Indian Consumers' Brand Preference.- 3. Chinese Female Purchasing Intension towards Cosmetic Brands.- 4. Social Media and Branding in Asia: Threats and Opportunities.- 5. Exploring Factors behind Brand Switching amongst Youngsters in Singapore: The Case of Smartphones.- 6. Consumer-Based Chain Restaurant Brand Equity: Insights from South Korea.- 7. Chinese Retailers' Use of Brand-Consumer Communications: Mobile Instant Messaging (MIM) in WeChat.- 8. Understanding Online Brand Relationship in Western Asia: The Case of Lebanon and Saudi Arabia.- 9. Social Benefit and Brand Commitment: The Mediating Role of Satisfaction and Brand Trust.- 10. Place Branding: Developing a Conceptual Framework for Place Image.- PART II: CORPORATE BRAND PERSPECTIVES.- 11. Role of Interactive Communications in Building Brand Relationships with Business Customers.- 12. Employee Brand Support, Transformational Leadership and Brand-Centred Training of Academic Staff in Business Schools.- 13. Corporate Sports Sponsorship: Exploring the Roles of Consumer Perception, Consumer Response and Sponsors' Brand Reputation - Evidence from Malaysia.- 14. The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam.- 15. Revisiting the Relationships between Brand Performance, Brand Image and Customer Loyalty: Findings from the Air Compressor Industry in Malaysia.- PART III: CASE STUDIES.- 16. The Rise of an Emerging Brand in the Mobile Landscape: A Case Study of Samsung Galaxy.- 17. Understanding Consumers' Brands Experience in Japan: A Case Study of Lexus.- 18. Branding, Innovation and Technology: A Case Study of Nestle and ALW in India.- 19. A Case Study of the Successful Branding Story of Xi'an Jiaotong-Liverpool University: A Holistic Marketing Perspective.- 20. Conclusion to Asia Branding: Connecting Brands, Consumers and Companies.