Branding in the Asian context: a Malaysian perspective

In: Asia Pacific journal of marketing and logistics, Band 25, Heft 2, S. 287-297

Abstract

PurposeThe 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/approachInter 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.FindingsThe paper highlights six findings across six different industries in Malaysia.Originality/valueThe paper gives a Malaysian perspective on branding in Asia.