Asia Branding

T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK and a Visiting Professor at University of Malaya, Malaysia. Bang Nguyen is Associate Professor of Marketing at East China University of Science and Technology (ECUST), School of Business, Shanghai, China. Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at Northwestern University. He also holds or has held appointments as an adjunct/visiting professor at the Queensland University of Technology in Australia, Cranfield School of Management in the UK, Tsinghua University and Peking University, China, and the Swedish School of Economics, Finland.

1. Introduction to Asia Branding: Connecting Brands, Consumers and Companies
PART I: CONSUMER BASED BRAND PERSPECTIVES
2. Impact of Cultural Factors on Indian Consumers' Brand Preference
3. Chinese Female Purchasing Intension towards Cosmetic Brands
4. Social Media and Branding in Asia: Threats and Opportunities
5. Exploring Factors behind Brand Switching amongst Youngsters in Singapore: The Case of Smartphones
6. Consumer-Based Chain Restaurant Brand Equity: Insights from South Korea
7. Chinese Retailers' Use of Brand-Consumer Communications: Mobile Instant Messaging (MIM) in WeChat
8. Understanding Online Brand Relationship in Western Asia: The Case of Lebanon and Saudi Arabia
9. Social Benefit and Brand Commitment: The Mediating Role of Satisfaction and Brand Trust
10. Place Branding: Developing a Conceptual Framework for Place Image
PART II: CORPORATE BRAND PERSPECTIVES
11. Role of Interactive Communications in Building Brand Relationships with Business Customers
12. Employee Brand Support, Transformational Leadership and Brand-Centred Training of Academic Staff in Business Schools
13. Corporate Sports Sponsorship: Exploring the Roles of Consumer Perception, Consumer Response and Sponsors' Brand Reputation – Evidence from Malaysia
14. The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam
15. Revisiting the Relationships between Brand Performance, Brand Image and Customer Loyalty: Findings from the Air Compressor Industry in Malaysia
PART III: CASE STUDIES
16. The Rise of an Emerging Brand in the Mobile Landscape: A Case Study of Samsung Galaxy
17. Understanding Consumers' Brands Experience in Japan: A Case Study of Lexus
18. Branding, Innovation and Technology: A Case Study of Nestle and ALW in India
19. A Case Study of the Successful Branding Story of Xi'an Jiaotong-Liverpool University: A Holistic Marketing Perspective
20. Conclusion to Asia Branding: Connecting Brands, Consumers and Companies.