Asian Brands and the Shaping of a Transnational Imagined Community

Julien Cayla and Giana M. Eckhardt

Journal of Consumer Research: An Interdisciplinary Quarterly, 2008, vol. 35, issue 2, pages 216-230

Abstract: 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 transnational, imagined Asian world. Some branding managers are creating regional brands that emphasize the common experience of globalization, evoke a generic, hyper-urban, and multicultural experience, and are infused with diverse cultural referents. These types of regional Asian brands contribute to the creation of an imagined Asia as urban, modern, and multicultural. Understanding this process helps one to appreciate the role of branding managers in constructing markets and places. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2008

Downloads: (external link)
http://www.journals.uchicago.edu/doi/pdf/10.1086/587629 link to full text (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:ucp:jconrs:v:35:y:2008:i:2:p:216-230

Ordering information: This journal article can be ordered from
http://www.journals.uchicago.edu/JCR/order1.html

Access Statistics for this article

Journal of Consumer Research: An Interdisciplinary Quarterly is edited by Dawn Iacobucci

More articles in Journal of Consumer Research: An Interdisciplinary Quarterly from University of Chicago Press
Address: The University of Chicago Press, Journals Division, P.O. Box 37005 Chicago, IL 60637
Series data maintained by Christopher F. Baum ().