Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a...

In this chapter, we investigate marketing communication's role in the taken-for-granted political and ethical practices of envisioning others (Heywood amp; Sandywell, 1999, p. x). Ethically motivated criticisms of marketing communications are often simplistically understood as generalized...

This research represents an effort to fill the gap between brand development studies focusing expressly on Western brands and their markets and culture-specific global brand development in emerging markets, such as China. Case studies are presented of two Chinese brands, Shanghai Tang and Shang...

This study reveals Chinese consumers' desire to express deep resonance between Chinese values and aesthetics, and favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an emerging market, as an initial step toward a more developed...

In this research, managerial perspectives, consumer vantage points, managerial and consumer networks, and the interactions between these participants were examined across locations to come to an understanding of how Chinese brand development crosses national boundaries and intersects with a...