MYTHICIZING ASIAN BRANDS IN THE GLOBAL MARKETPLACE
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Eric Li, Sangwon Lee
ㆍ저자명 : Eric Li, Sangwon Lee
영어 초록
Emerging Asian markets such as China and India have drawn tremendous attention to marketing and consumer researchers in the past decades (e.g., Cayla & Eckhardt, 2008; Dong & Tian, 2009). The increasing purchasing power of the new middle-class Asian consumers attracted not only global brands but also local brands from the region. Previous studies on Asian consumers found that consumers are actively using Western brands to construct their modern or global identities (e.g., Dong & Tian, 2009). Other studies explored how regional or local brands redefine themselves in both regional and transnational markets (Cayla & Eckhardt, 2008; Wu, Borgerson & Schroeder, 2013).In this study, we employed a cultural approach (Cayla & Arnould, 2008) to examine how Asian brands mythicize themselves in the global marketplace through various storytelling and myth-making strategies. We compare and contrast the mythology and storytelling strategies (Boje, 1995; Lundqvist, Liljander, Gummerus & van Riel, 2013; Vincent, 2001) employed by three Asian consumer electronic brands, Samsung (South Korea), Sony (Japan), and Xiaomi Technology (China) and report our key findings in the following sections.
In marketing literature, brand is defined as “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those other sellers” by the American Marketing Association (Keller, 2013, p. 2). In recently years, brands have been viewed as an integral part of contemporary popular culture (Cayla & Arnould, 2008; Hancock, 2009, 2013; Holt, 2004, 2006; Klein, 2001; Moor, 2007). Brands, like other cultural artefacts such as folklore, dance, songs, and costumes, have significant impact on shaping consumers’ everyday lives and influence on how they define their world
참고 자료
없음"Global Marketing Conference"의 다른 논문
- THE ROLES OF GREEN PACKAGING IN UGLY FOOD PURCHASE INTE..22페이지
- THE IMPACT OF INDUCED AWE ON ETHICAL TOURIST BEHAVIORS5페이지
- A BIBLIOMETRIC ANALYSIS OF SPIRITUAL TOURISM RESEARCH15페이지
- SOCIAL NETWORK ANALYSIS AND RESPONSE TIME TESTING: CONS..11페이지
- THE EFFECTS OF PARA-SOCIAL INTERACTION ON ONLINE CELEBR..3페이지
- THE INFLUENCE OF OPINION LEADERS ON DAILY DEALS USER’S ..3페이지
- HOW IMMERSIVE RETAILING AFFECTS CONSUMERS’ URGE TO BUY:..6페이지
- KEY TO SUPERSTARDOM IN A GLOBALISED MARKET: THE ROLE OF..6페이지
- A POST-PANDEMIC LOOK AT TOURISTS’ PERCEIVED COOLNESS OF..4페이지
- EXTRACTING OFFLINE RETAIL SHOPPING PATTERNS: OLLABORATI..5페이지