Chinese-styled branding, conceived as a process that generates cultural meaning and
value, can be productively considered in a conceptual space located between managerial …

This research represents an effort to fill the gap between brand development studies
focusing expressly on Western brands and their markets and culture-specific global brand …

The notion of the brand has expanded from merely adding name recognition and value to
existing products and services to a cultural, managerial and strategic tool. The term global …

Brands occupy an increasingly prominent place in the managerial mind as well as the
cultural landscape. Recent research has shown that brands are interpreted or read in …

Recent research has shifted attention from brand producers and products toward consumer
response and services to understand brand value creation. Often missing from these …

Purpose The purpose of this paper is to review a typology of branding that identifies four
perspectives on branding: corporate perspectives, consumer perspectives, cultural …

Purpose–The brand management literature argues that the standardization of branding
strategy across global markets leads to consistent and well‐defined brand meaning. The …

In this article, the authors explore whether brands as they currently conceive of them existed
in premodernity. They trace branding practices in China from 2700 BC to contemporary …

We investigate how brand managers create regional Asian brands and show how some of
them are attempting to forge new webs of interconnectedness through the construction of a …

Luxury brands are cultural phenomena forged by marketing efforts and country image. Yet
although many Western luxury brands have iconic status among Asian consumers, the …