Asian Brands and the Shaping of a Transnational Imagined Community Export

@article{citeulike:3518704, abstract = {doi: 10.1086/587629 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.}, author = {Cayla, Julien and Eckhardt, Giana M.}, citeulike-article-id = {3518704}, citeulike-linkout-0 = {http://dx.doi.org/10.1086/587629}, citeulike-linkout-1 = {http://www.journals.uchicago.edu/doi/abs/10.1086/587629}, day = {1}, doi = {10.1086/587629}, journal = {Journal of Consumer Research}, keywords = {asian, brand, globalisation, globalization, identity, product}, number = {2}, pages = {216--230}, posted-at = {2008-11-15 14:27:26}, priority = {2}, title = {Asian Brands and the Shaping of a Transnational Imagined Community}, url = {http://dx.doi.org/10.1086/587629}, volume = {35}, year = {2008} }

TY - JOUR ID - citeulike:3518704 L3 - citeulike-article-id:3518704 N2 - doi: 10.1086/587629 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. IS - 2 JF - Journal of Consumer Research EP - 230 TI - Asian Brands and the Shaping of a Transnational Imagined Community VL - 35 SP - 216 KW - asian KW - brand KW - globalisation KW - globalization KW - identity KW - product AU - Cayla, Julien AU - Eckhardt, Giana PY - 2008//01/ UR - http://dx.doi.org/10.1086/587629 ER -