ACADEMIC ARTICLES
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BRAND AND IMAGE MANAGEMENT IN ASIA
"Language and Visual Imagery: Issues of Corporate Identity in East Asia" by Bernd Schmitt
"Managing Corporate and Brand Identities in the Asia-Pacific Region" by Bernd Schmitt and Yigang Pan
"Consumer Segmentation in China" by Bernd Schmitt
"Differential Patterns in Consumer Purchase Preferences using Self-Organizing Maps: A Case Study of China" by Bernd Schmitt and Guido Deboeck
LINGUISTIC ISSUES IN GLOBAL BRANDING
"Language and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English" by Yigang Pan and Bernd Schmitt
"Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice" by Bernd Schmitt and Shi Zhang
"Language-Dependent Classification: The Mental Representation of Classifiers in Cognition, Memory and Ad Evaluations" by Shi Zhang and Bernd Schmitt
NAME PERCEPTIONS AND ATTITUDES IN A GLOBAL CONTEXT
"Foreign Branding and Its Effect on Product Perceptions and Attitudes" by France LeClerc, Bernd Schmitt, and Laurette Dube
"Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers" by Jin K. Han and Bernd Schmitt
EXECUTIVE SUMMARIES FROM JIM SPECIAL ISSUE ON GLOBAL BRANDING
The Center on Global Brand Leadership has collaborated with The Journal of International Marketing to publish a special issue of the Journal on key issues in global branding. Columbia Center Executive Director Bernd Schmitt was the special issue editor of this issue, which features six articles with the results of new research into the impact of technology, law, culture, language, brand image, and consumer perception on global brands.
Executive summaries of each article are available below:
"Technology as an Enabler of the Global Branding of Retail Financial Services" by April Wright
"Auditory and Visual Brand Identifiers in Chinese and English" by Nader T. Tavassoli and Jin K. Han
"Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study" by Ming H. Hsieh
"Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai China" by Giana M. Eckhardt and Michael I. Houston
"Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia" by F.C. (Frank) Hong, Anthony Pecotich, and Clifford I. Shultz II
"Protecting Global Brands: Toward Global Norm" by Kate Gillespie, Kishore Krishna, and Susan Jarvis
To obtain a copy of the entire issue (Volume 10, Number 2), or to subscribe to The Journal of International Marketing, please contact JIM at http://www.wu-wien.ac.at/imm/.