Brand Management in Emerging Markets: Theories and Practices

Brand Management in Emerging Markets: Theories and Practices

Cheng Lu Wang (University of New Haven, USA) and Jiaxun He (East China Normal University, China)
Indexed In: PsycINFO®, SCOPUS
Release Date: June, 2014|Copyright: © 2014 |Pages: 337
ISBN13: 9781466662421|ISBN10: 1466662425|EISBN13: 9781466662438|DOI: 10.4018/978-1-4666-6242-1


Worldwide brand competition has been facing new challenges as emerging markets evolve upon the global stage. Despite the fact that brand building among new markets is still in its infancy, organizations face the challenge of developing strategies to maintain their growth.

Brand Management in Emerging Markets: Theories and Practices provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies. Combining the findings of highly-regarded marketing experts and scholars, this book serves as a useful and comprehensive reference for academicians, professionals, and practitioners.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Equity and Extension
  • Brand Management
  • Consumer-Brand Relationship
  • Cross-Cultural Perspective in Branding
  • Emerging Markets
  • Global Branding
  • Social Media and Branding

Reviews and Testimonials

The 17 chapters in this volume explore brand management in emerging markets. Marketing and management researchers from North America, Europe, and Asia discuss brand management research and strategy development in emerging markets, including how emerging market multinationals could achieve non-traditional competitive advantages by leveraging knowledge and experience from their home country market, and comparisons of consumer attitudes and mindsets from emerging and mature markets for the same brands; building brand equity from the consumer perspective, including the role of market orientation in corporate brand performance, brand trust and commitment, the role of trust and affect in creating loyalty and influencing the brand performance of television channels in India, product/brand authenticity in Russia, and self-brand congruity in Indian consumers' preferential patterns of the levels of advertising adaptation.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Cheng Lu Wang is Professor and Chair in the Department of Marketing and Quantitative Analysis, College of Business, University of New Haven, USA. His research interests include consumer behavior and marketing in China. Dr. Wang is the editor of Handbook of Contemporary of Marketing in China: Theories and Practices and editor-in-chief of International Journal of Consumer Research. His publications have appeared in numerous marketing journals, including Journal of Business Research, Journal of Consumer Psychology, Psychology & Marketing, Industrial Marketing Management, International Business Review, International Marketing Review, and European Journal of Marketing, among others.
Jiaxun He is Professor and Chair of the Business Administration Department at East China Normal University. Dr. He is the founder and director of the Center for Branding Science (CBS) established in 2007. He was honored with the title of Distinguished Visiting Professor of Marketing at the University of North Carolina at Chapel Hill (2011-2012). Currently he serves as an area editor for the Journal of Marketing Science (Chinese). His research focuses on customer-based brand equity and brand relationships, cross-cultural consumer behavior, and branding in emerging markets. Dr. He has published more than 50 scholarly articles both in China and internationally. He is also a columnist who writes a monthly column on strategic brand management for China Management Magazine.