Asian brands without borders: Regional opportunities and challenges

International Marketing Review

Volumn 24, Issue 4, 2007, Pages 444-456

  Cayla, Julien ^a   Eckhardt, Giana M ^b  

^a UNIVERSITY OF NEW SOUTH WALES   (Australia)

^b SUFFOLK UNIVERSITY   (United States)

Author keywords

Brands; Culture; Globalization; Marketing; South Asia; South East Asia

Indexed keywords

EID: 34547318748     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330710761017     Document Type: Article

References (37)

1. Aitchison, J. (2002), How Asia Advertises: The Most Successful Campaigns in the Asia-Pacific and the Marketing Strategies behind Them, Wiley, Singapore.
2. Alden, D.L., Steenkamp, J-B. and Batra, R. (1999), "Brand positioning through advertising in Asia, North America and Europe: the role of global consumer culture", Journal of Marketing, Vol. 63 No. 1, pp. 75-87.
3. Appadurai, A. (1990), "Disjuncture and difference in the global cultural economy", in Featherstone, M. (Ed.), Global Culture: Nationalism, Globalization and Modernity, Sage, London, pp. 295-310.
4. Askegaard, S. (2006), "Brands as a global ideoscape", in Schroeder, J. and Salzer-Mörling, M. (Eds), Brand Culture, Routledge, London, pp. 91-102.
5. Eckhardt, G.M. (2005), "Local branding in a foreign product category in an emerging market", Journal of International Marketing, Vol. 13 No. 4, pp. 57-79.
6. Eckhardt, G.M. and Hahn, S. (2006), "Made in Asia: an exploration of country of origin effects within the region", ESOMAR World Research Conference Asia Pacific Proceedings, Vol. S310, pp. 27-33.
7. Ewing, M., Napoli, J. and Pitt, L. (2001), "Managing Southeast Asian brands in the global economy", Business Horizons, Vol. 44 No. 3, pp. 52-8.
8. Fabian, J. (1983), Time and the Other, Columbia University Press, New York, NY.
9. Fournier, S. (1998), "Consumers and their brands: developing relationship theory in consumer research", Journal of Consumer Research, Vol. 24, pp. 343-73.
10. Ger, G. (1999), "Localizing in the global village: local firms competing in global markets", California Management Review, Vol. 41 No. 4, pp. 64-83.
11. Hirschman, E. (Ed.) (1989), Interpretive Consumer Research, Association for Consumer Research, Provo, UT.
12. Holt, D., Quelch, J. and Taylor, E. (2004), "How global brands compete", Harvard Business Review, Vol. 82 No. 9, pp. 68-75.
13. Iwabuchi, K. (1999), "Becoming 'culturally proximate': the a/scent of Japanese idol dramas in Taiwan", in Moeran, B. (Ed.), Asian Media Productions, University of Hawaii Press, Honolulu, pp. 54-74.
14. Iwabuchi, K. (2002), Recentering Globalization: Popular Culture and Japanese Transnationalism, Duke University Press, Durham, NC.
15. Johansson, J.K. and Ronkainen, I. (2005), "The esteem of global brands", Brand Management, Vol. 12 No. 5, pp. 339-54.
16. Kapferer, J-N. (2002), "Is there really no hope for local brands?", Journal of Brand Management, Vol. 9 No. 3, pp. 163-70.
17. Kelly, P.F. and Olds, K. (1999), "Questions in a crisis: the contested meanings of globalisation in Asia-Pacific", in Olds, K., Dicken, P., Kelly, P.F., Kong, L. and Yeung, H.W-C. (Eds), Globalisation in the Asia-Pacific: Contested Territories, Routledge, London, pp. 1-16.
18. Kjeldgaard, D., Csaba, F.F. and Ger, G. (2006), "Grasping the global: multi-sited ethnographic market studies", in Belk, R. (Ed.), Handbook of Qualitative Methods in Marketing, Edward Elgar, London, pp. 521-33.
19. Klein, J.G., Ettenson, R. and Morris, M.D. (1998), "The animosity model of foreign product purchase: an empirical test in the People's Republic of China", Journal of Marketing, Vol. 62 No. 1, pp. 89-100.
20. Mazzarella, W. (2003), Shovelling Smoke: Advertising and Globalization in Contemporary India, Duke University Press, Durham, NC.
21. Milner, A. and Johnson, D. (1997), "The idea of Asia", in Ingleson, J. (Ed.), Regionalism, Subregionalism and APEC, Monash Asia Institute, Clayton, pp. 1-19.
22. Moeran, B. (2001), Asian Media Productions, Curzon Press, London.
23. Muniz, A. and O'Guinn, T. (2001), "Brand communities", Journal of Consumer Research, Vol. 27 No. 4, pp. 412-32.
24. Ritzer, G. (1993), The McDonaldization of Society: An Investigation into the Character of Contemporary Social Life, Pine Forge Press, London.
25. Rugman, A. and Verbeke, A. (2004), "A perspective on regional and global strategies of multinational enterprises", Journal of International Business Studies, Vol. 35 No. 1, pp. 3-18.
26. Schmitt, B.H. and Pan, Y. (1994), "Managing corporate and brand identities in the Asia-Pacific region", California Management Review, Vol. 36 No. 4, pp. 32-48.
27. Schuiling, I. and Kapferer, J-N. (2004), "Real differences between local and international brands: strategic implications for international marketers", Journal of International Marketing, Vol. 12 No. 4, pp. 97-112.
28. Sherry, F. Jr and Camargo, E.G. (1987), "May your life be marvelous': English language labeling and the semiotics of Japanese promotion", Journal of Consumer Research, Vol. 14 No. 3, pp. 174-88.
29. Spiggle, S. (1994), "Analysis and interpretation of qualitative data in consumer research", Journal of Consumer Research, Vol. 21 No. 3, pp. 491-503.
30. Steenkamp, J-B., Batra, R. and Alden, D. (2003), "How perceived brand globalness creates brand value", Journal of International Business Studies, Vol. 34 No. 1, pp. 53-65.
31. Tai, S.H.C. (1997), "Advertising in Asia: localize or regionalize?", International Journal of Advertising, Vol. 1 No. 1, pp. 48-62.
32. Temporal, P. (2001), Branding in Asia: The Creation, Development and Management of Asian Brands for the Global Market, Wiley, Singapore.
33. Thompson, C.J. (1997), "Interpreting consumers: a hermeneutical framework for deriving marketing insights from the texts of consumers' consumption stories", Journal of Marketing Research, Vol. 34, pp. 438-55.
34. Tobin, J.J. (Ed.) (1992), Re-made in Japan: Everyday Life and Consumer Taste in a Changing Society, Yale University Press, London.
35. Watson, J.L. (1997), "Transnationalism, localization and fast foods in East Asia", in Watson, J.L. (Ed.), Golden Arches East: McDonald's in East Asia, Stanford University Press, Stanford, CA, pp. 1-38.
36. Williamson, P. (2005), Winning in Asia: Strategies for Competing in the New Millennium, Harvard Business School Press, Cambridge, MA.
37. Zhou, N. and Belk, R. (2004), "Chinese consumer readings of global and local advertising appeals", Journal of Advertising, Vol. 33 No. 4, pp. 63-76.