Asia Branding
Latest Publications

TOTAL DOCUMENTS

20

(FIVE YEARS 0)

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0

(FIVE YEARS 0)

Published By Macmillan Education UK

9781137489951, 9781137489968

Latest Documents Most Cited Documents Contributed Authors Related Sources Related Keywords

Chinese Retailers’ Use of Brand-Consumer Communications: Mobile Instant Messaging (MIM) in Wechat

Asia Branding ◽

10.1057/978-1-137-48996-8_7 ◽

2017 ◽

pp. 95-113

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

Keyword(s):

Instant Messaging

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Exploring Factors Behind Brand Switching Amongst Youngsters in Singapore: The Case of Smartphones

Asia Branding ◽

10.1057/978-1-137-48996-8_5 ◽

2017 ◽

pp. 66-79

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

Keyword(s):

Brand Switching

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Social Media and Branding in Asia: Threats and Opportunities

Asia Branding ◽

10.1057/978-1-137-48996-8_4 ◽

2017 ◽

pp. 50-65

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

Keyword(s):

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Chinese Female Purchasing Intentions Towards Cosmetics Brands

Asia Branding ◽

10.1057/978-1-137-48996-8_3 ◽

2017 ◽

pp. 30-49

Author(s):

Bang Nguyen ◽

T C Melewar ◽

DE Schultz

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Branding, Innovation and Technology: A Case Study of Nestlé and ALW in India

Asia Branding ◽

10.1057/978-1-137-48996-8_18 ◽

2017 ◽

pp. 295-305

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

Keyword(s):

Innovation And Technology

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Role of Interactive Communications in Building Brand Relationships with Business Customers

Asia Branding ◽

10.1057/978-1-137-48996-8_11 ◽

2017 ◽

pp. 177-198

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

Keyword(s):

Brand Relationships ◽

Business Customers

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Social Benefit and Brand Commitment: The Mediating Role of Satisfaction and Brand Trust

Asia Branding ◽

10.1057/978-1-137-48996-8_9 ◽

2017 ◽

pp. 137-149

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

Keyword(s):

Social Benefit ◽

Brand Commitment ◽

Brand Trust ◽

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Understanding Online Brand Relationships in Western Asia: The Case of Lebanon and Saudi Arabia

Asia Branding ◽

10.1057/978-1-137-48996-8_8 ◽

2017 ◽

pp. 114-136

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

Keyword(s):

Saudi Arabia ◽

Brand Relationships ◽

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Understanding Consumers’ Brands Experience in Japan: A Case Study of Lexus

Asia Branding ◽

10.1057/978-1-137-48996-8_17 ◽

2017 ◽

pp. 285-294

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

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The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam

Asia Branding ◽

10.1057/978-1-137-48996-8_14 ◽

2017 ◽

pp. 237-256

Author(s):

Bang Nguyen ◽

T C Melewar ◽

Don E. Schultz

Keyword(s):

Social Practices ◽

Brand Communities ◽

University Branding

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