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
Citations
Cites
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Consumer Culture Theory (CCT): Twenty Years of Research
Arnould, E. J., & Thompson, C. J. (2005) · Journal of Consumer Research · doi:10.1086/426626 · Cited by 3,677
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Flagged first, then by citations
1 of the 92 references couldn’t be matched to a known paper.
Research works printed but not linked: 11
- Aaker, David A. and Erich Joachimsthaler (2000), Brand Leadership, New York: Free Press.
- ——— (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.
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- 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.
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- 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.
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Cited by
Sorted by citations
The Complexity of Context: A Service Ecosystems Approach for International Marketing
Akaka, M. A., Vargo, S. L., & Lusch, R. F. (2013) · Journal of International Marketing · doi:10.1509/jim.13.0032 · Cited by 560
Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries
Swaminathan, V., Sorescu, A. B., Steenkamp, J. E. M., O’Guinn, T. C., & Schmitt, B. H. (2020) · Journal of Marketing · doi:10.1177/0022242919899905 · Cited by 561
Arsel, Z., & Thompson, C. J. (2011) · Journal of Consumer Research · doi:10.1086/656389 · Cited by 350
Liquid Relationship to Possessions
Bardhi, F., Eckhardt, G. M., & Arnould, E. J. (2012) · Journal of Consumer Research · doi:10.1086/664037 · Cited by 325
Self-citationA Cultural Approach to Branding in the Global Marketplace
Cayla, J., & Arnould, E. J. (2008) · Journal of International Marketing · doi:10.1509/jimk.16.4.86 · Cited by 300
Self-citation
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
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