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

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

Cayla, Julien, Eckhardt, Giana M.·2008·Journal of Consumer Research
DOI 10.1086/587629
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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.

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Crossref · 10.1086/587629

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Citations

Cites

Research works printed but not linked: 11

  1. Aaker, David A. and Erich Joachimsthaler (2000), Brand Leadership, New York: Free Press.
  2. ——— (1996b) “Sovereignty without Territoriality: Notes for a Postnational Geography,” in The Geography of Identity, ed. Patricia Yaeger, Ann Arbor: University of Michigan Press, 40–58.
  3. Bauman, Zygmunt (2000), Liquid Modernity, Cambridge: Polity.
  4. Davis, Darrell and Emilie Yueh-yu Yeh (2004), “VCD as Programmatic Technology: Japanese Drama in Hong Kong,” in Feeling Asian Modernities: Transnational Consumption of Japanese TV Drama, ed. Koichi Iwabuchi, Hong Kong: Hong Kong University Press, 227–47.
  5. Fabian, Johannes (1983), Time and the Other, New York: Columbia University Press.
  6. ——— (2000), Available Light, Princeton, NJ: Princeton University Press.
  7. Hannerz, Ulf (1996), Transnational Connections, London: Routledge.
  8. Iwabuchi, Koichi (2002a), “From Western Gaze to Global Gaze,” in Global Culture, ed. Diana Crane, London and New York: Routledge.
  9. Lee, Ming-Tsung (2004), “Travelling with Japanese TV Dramas: Cross-Cultural Orientation and Flowing Identification of Contemporary Taiwanese Youth,” in Feeling Asian Modernities: Transnational Consumption of Japanese TV Dramas, ed. Koichi Iwabuchi, Hong Kong: Hong Kong University Press, 129–54.
  10. ——— (2003), “Brand Meaning,” in Kellogg on Branding, ed. Tim Calkins and Alice Tybout, New York: Wiley, 40–61.
  11. Watson, James L. (1997), “Transnationalism, Localization and Fast Foods in East Asia,” in Golden Arches East: McDonald's in East Asia, ed. James L. Watson, Stanford, CA: Stanford University Press, 1–38.

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Metadata

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 › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Diverse Aspects of Tourism Research
Keywords
regional branding, globalization, multiculturalism, urbanization, cultural references

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