Asia branding : connecting brands, consumers and companies /: connecting brands, consumers and companies. (2017)

• Record Type: Book
• Further Information: Note: Edited by Bang Nguyen, T C Melewar & Don E. Schultz.
• Editors: Nguyen, Bang; Melewar, T. C; Schultz, Don E
• 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: London : Palgrave
• Publication Date: 2017
• Copyright Date: 2017
• Extent: 1 online resource (350 pages)
• Subjects: 658.827095; Business; Branding (Marketing) -- Asia; Brand name products -- Asia; Management science; International business enterprises; Asia—Economic conditions; Business & Economics -- International -- General; International business
• Languages: English
• ISBNs: 9781137489968
• Related ISBNs: 9781137489951
• 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.