Brand Management in Emerging Markets ：Theories and Practices

Publication subTitle ：Theories and Practices

Author： Cheng Lu Wang Jiaxun He

Publisher： IGI Global‎

Publication year： 2014

E-ISBN: 9781466662438

P-ISBN(Paperback): 9781466662421

Subject： F273.2 product management

Language： ENG

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Description

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.

Chapter

Title Page

Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series

Table of Contents

Detailed Table of Contents

Foreword

Preface

Endorsements

Section 1: Overview

Chapter 1: The Intellectual Structure in Brands and Branding Research

Chapter 2: “Home Base” and the Brand Globalization Strategies of Emerging Market Multinationals

Chapter 3: How Consumer Mindset Response and Long-Term Marketing Effectiveness Differ in Emerging vs. Mature Markets

Section 2: Building Brand Equity: Consumer Perspective

Chapter 4: Customer-Based Corporate Brand Equity (CBCBE) In Business-to-Business Firms

Chapter 5: Trust and Commitment

Chapter 6: Influence of Trust and Affect on Brand Loyalty and Brand Performance

Chapter 7: Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia

Chapter 8: Self-Brand Congruity and Brand Communication

Section 3: Branding and Brand Management: Strategic Implications

Chapter 9: Brand Positioning through Print Advertising

Chapter 10: Branding and CSR in Indian Agribusiness

Chapter 11: Managing Brands at Risk

Chapter 12: Luxury Brand Perception and Consumer Attitude to Extended Luxury Brand

Chapter 13: Luxury Consumers and Luxury Brand Management in China

Section 4: From Nation Branding to Global Branding

Chapter 14: The Building and Management of the Nation Brand

Chapter 15: Appellation of Origin Brands in China

Chapter 16: Modernization, Consumer Personalities, and Global Brand Attitudes

Chapter 17: Building China's Global Brands

Compilation of References

About the Contributors

Index

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