Pan-Asia Culture (6-24-08)

Marketing professionals are working to develop a culture which is consistent across multiple Asian countries. As Cayla and Eckhardt elaborate, “Cultural referents from cities of influence such as Tokyo, Shanghai, and Seoul are combined together to produce brand images that are clearly Asian, but not from a particular nation.” This has repercussions for place design, because effective places are consistent with the national culture of the country in which they are located.

Julien Cayla and Giana Eckhardt. 2008. “Asian Brands and the Shaping of a Transnational Imagined Community.” Journal of Consumer Research, in press.