CoChat
Sign Up
Cited by 276Consumer Behavior in Brand Consumption and IdentificationAsian Culture and Media StudiesDiverse Aspects of Tourism Research

Asian Brands and the Shaping of a Transnational Imagined Community

Cayla, Julien, Eckhardt, Giana M.·2008·Journal of Consumer Research
DOI 10.1086/587629
Open this paper in CoChat — free account

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.

Integrity signals

Registry

Crossref · 10.1086/587629

Cites

91 of 91 references verified0 citation errors · 0 not checkable

Statistics

Recomputing p-values needs the paper’s full text.

Claims the paper makes

This paper’s full text isn’t openly available, so its claims and self-check weren’t run. The registry and citation checks still apply.

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

  • By connecting their diverse ethnic backgrounds and lived experiences of racial discrimination with regional forms of identification, consumers like Ruby, Jerry, and Nadia seem to be broadening the boundaries of cultural insiderhood beyond the level of the nation, while at the same time reinscribing a racialized boundary that demarcates Caucasian fans as visible outsiders in the international K-pop

    “By connecting their diverse ethnic backgrounds and lived experiences of racial discrimination with regional forms of identification (Cayla and Eckhardt 2008), consumers like Ruby, Jerry, and Nadia seem to be broadening the boundaries of cultural insiderhood beyond the level of the nation, while at the same time reinscribing a racialized boundary that demarcates Caucasian fans as visible outsiders”

    From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Cayla and Eckhardt 2008

  • Rationalizing enables consumers to address the tension between the ethnic and responsibilized consumer subject by constructing themselves as insiders of a shared transnational collective.

    “Adopted by those like Nasrine, a connected cosmopolitan participant of global youth culture (Kjeldgaard and Askegaard 2006), or Ruby and Nadia who claim a shared regional Asian consciousness (Cayla and Eckhardt 2008), rationalizing enables consumers to address the tension between the ethnic and responsibilized consumer subject by constructing themselves as insiders of a shared transnational”

    From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Cayla and Eckhardt 2008

  • The subject position of the connected cosmopolitan manifests via a shared regional consciousness, with some international K-pop fans claiming a shared Asian identity that positions them in closer proximity to Korean culture.

    “Here, the subject position of the connected cosmopolitan manifests via a shared regional consciousness (Cayla and Eckhardt 2008), with some international K-pop fans claiming a shared Asian identity that positions them in closer proximity to Korean culture.”

    From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Cayla and Eckhardt 2008

  • Prior research described how ideologies such as neoliberal multiculturalism push forward a depoliticized approach to consuming cultural difference, especially at the level of the individual consumer.

    “First, prior research described how ideologies such as neoliberal multiculturalism push forward a depoliticized approach to consuming cultural difference, especially at the level of the individual consumer (Cayla and Eckhardt 2008; Thompson and Tambyah 1999; Veresiu and Giesler 2018).”

    From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Cayla and Eckhardt 2008

  • Cultural context does not disappear; it becomes embedded in training data, regulatory regimes, and domestic AI stacks.

    “Cultural context, long central to global marketing (Cayla & Eckhardt, 2008), does not disappear.It becomes embedded in training data, regulatory regimes, and domestic AI stacks, as recent work demonstrates in generative AI's culturally patterned outputs (Lu et al., 2025).”

    From Marketing to the Machine: Rethinking Global Marketing for the AI Era (2026) · cites this paper as Cayla & Eckhardt, 2008

Cites

Flagged first, then by citations

1 of the 92 references couldn’t be matched to a known paper.

Cited by

Sorted by citations

Related

Authors
Cayla, J., & Eckhardt, G. M.
Affiliations
Suffolk University (US)
ORCID
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2008-08
Volume
35
Issue
2
Pages
216-230
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/587629
OpenAlex
W2113596218
Cited by
276
References
92
Citations by year
2026: 6 · 2025: 9 · 2024: 9 · 2023: 9 · 2022: 12 · 2021: 15 · 2020: 15 · 2019: 22 · 2018: 21 · 2017: 19 · 2016: 16 · 2015: 29 · 2014: 18 · 2013: 20 · 2012: 23
FWCI
35.93
Type
journal article
Language
en
Open access
closed
Locations
Journal of Consumer Research (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Cultural Studies › Asian Culture and Media Studies
  • Social Sciences › Sociology and Political Science › Diverse Aspects of Tourism Research
Keywords
regional branding, globalization, multiculturalism, urbanization, cultural references

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review