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Asian Brands and the Shaping of a Transnational Imagined Community

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  • Julien Cayla
  • Giana M. Eckhardt
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    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..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/587629
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2008)
    Issue (Month): 2 (04)
    Pages: 216-230

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    Handle: RePEc:ucp:jconrs:v:35:y:2008:i:2:p:216-230

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Uncles, Mark D. & Kwok, Simon, 2013. "Designing research with in-built differentiated replication," Journal of Business Research, Elsevier, vol. 66(9), pages 1398-1405.

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