Asia Branding : Connecting Brands, Consumers and Companies /: Connecting Brands, Consumers and Companies. (2016)

• Record Type: Book
• Further Information: Note: Bang Nguyen, T C Melewar.
• Editors: Nguyen, Bang; Melewar, T. C
• 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; ; ; ;
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2016
• Extent: 1 online resource, illustrations
• Subjects: 338.7095; Marketing/General; Marketing/General; Commerce; International/Marketing; Sales & marketing; Economics, finance, business & management; Management science; Asia--Economic conditions; International business enterprises; Commerce; International/Marketing; Sales & marketing; Economics, finance, business & management
• Languages: English
• ISBNs: 9781137489975; 1137489979
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.