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Branding in the Asian context: a Malaysian perspective

Purpose - The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country.Design methodology approach - Inter alia... Full description

Journal Title: Asia Pacific journal of marketing and logistics 2013-03-29, Vol.25 (2), p.287-297
Main Author: Faridah Syed Alwi, Sharifah
Other Authors: Melewar, T.C
Format: Electronic Article Electronic Article
Language: English
Subjects:
Brand loyalty
Brands
Islamic financing
Marketing
Rationality
Studies
Web sites
Publisher: Patrington: Emerald Group Publishing Limited
ID: ISSN: 1355-5855
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recordid: cdi_proquest_journals_2439118603
title: Branding in the Asian context: a Malaysian perspective
format: Article
creator:
  • Faridah Syed Alwi, Sharifah
  • Melewar, T.C
subjects:
  • Brand loyalty
  • Brands
  • Islamic financing
  • Marketing
  • Rationality
  • Studies
  • Web sites
ispartof: Asia Pacific journal of marketing and logistics, 2013-03-29, Vol.25 (2), p.287-297
description: Purpose - The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country.Design methodology approach - Inter alia, this paper examines six facets of branding across different industries and contexts. The first study examines issues of branding in the Islamic financial services. The second paper investigates airline brand reputation. The third paper explores employer branding in the context of hotels. The fourth study explicates online brand personality in the banking sector. The fifth project evaluates the aspect of brand loyalty in the telecommunication industry and the final paper unfolds the industrial brand loyalty and ethical brand.Findings - The paper highlights six findings across six different industries in Malaysia.Originality value - The paper gives a Malaysian perspective on branding in Asia.
language: eng
source:
identifier: ISSN: 1355-5855
fulltext: no_fulltext
issn:
  • 1355-5855
  • 1758-4248
url: Link


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descriptionPurpose - The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country.Design methodology approach - Inter alia, this paper examines six facets of branding across different industries and contexts. The first study examines issues of branding in the Islamic financial services. The second paper investigates airline brand reputation. The third paper explores employer branding in the context of hotels. The fourth study explicates online brand personality in the banking sector. The fifth project evaluates the aspect of brand loyalty in the telecommunication industry and the final paper unfolds the industrial brand loyalty and ethical brand.Findings - The paper highlights six findings across six different industries in Malaysia.Originality value - The paper gives a Malaysian perspective on branding in Asia.
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abstractPurpose - The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country.Design methodology approach - Inter alia, this paper examines six facets of branding across different industries and contexts. The first study examines issues of branding in the Islamic financial services. The second paper investigates airline brand reputation. The third paper explores employer branding in the context of hotels. The fourth study explicates online brand personality in the banking sector. The fifth project evaluates the aspect of brand loyalty in the telecommunication industry and the final paper unfolds the industrial brand loyalty and ethical brand.Findings - The paper highlights six findings across six different industries in Malaysia.Originality value - The paper gives a Malaysian perspective on branding in Asia.
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pubEmerald Group Publishing Limited
doi10.1108/13555851311314068