Branding in the Asian context: a Malaysian perspective
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 29 March 2013
Abstract
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.
Keywords
Citation
Faridah Syed Alwi, S. and Melewar, T.C. (2013), "Branding in the Asian context: a Malaysian perspective", Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 2, pp. 287-297. https://doi.org/10.1108/13555851311314068
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited