The DOI matches its Crossref record; 91 of the 92 references it cites were found in a registry or an index.
Asian Brands and the Shaping of a Transnational Imagined Community
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.
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In the citing paper
“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
In the citing paper
“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
In the citing paper
“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
In the citing paper
“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
In the citing paper
“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
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Metadata
- Authors
- Cayla, J., & Eckhardt, G. M.
- Affiliations
- Suffolk University (US)
- 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
- 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 › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › 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 ›
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