Asia Branding: Connecting Brands, Consumers and Companies

This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers. Asia Branding is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.

Table of Contents:
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.

About the Author :
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. 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.