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Provides academics, researchers, and students, as well as marketing and branding managers, a set of insights into why, how, and what companies should do to build, measure, and manage brand relationships

Chinese and Indian car manufacturers are entering developed markets. The question arises how they will be perceived by consumers from those countries. Using the multi‐dimensional brand personality scale, this paper provides an explorative study of the country of origin effect on U.S. consumers' brand perception of automobiles from China and India. Our multivariate analysis of variance shows differences in terms of brand excitement, brand competence, brand sophistication, and brand ruggedness. Our results indicate that the Chinese car is perceived to be more daring, up‐to‐date, and outdoorsy than the Indian and U.S. car; more intelligent, successful, and upper‐class than the Indian car; and more charming than the U.S. car. The U.S. car is perceived as more successful than the Indian car.

AbstractThis paper presents a conceptual framework that outlines the various brand relationships consumers have with a special focus on negative brand relationships, and those that relate to anti‐brand behaviors. Based on the empathy map, the framework consists of four main parts: how consumers think (share of mind) and feel (share of the heart) about brands, which in turn affect what consumers say (share of voice) and do (share of wallet) with the brands. The framework combines more than 40 branding concepts into one comprehensive, coherent, unified and easy‐to‐understand framework where concepts are categorized by their degree of intensity.

The purpose of this article is to investigate the state of research on multinationals and emerging markets. For this we look at existing literature from the disparate fields in which multinationals and emerging markets have been explored in the last forty years (1968‐2008). The paper finds that there is a plethora of material on multinationals and emerging markets and our bibliographical search resulted in 1,282 articles with 2,174 authors published in 514 journals. The three dominant disciplines and their underlying journals are management, business and economics accounting together about seventy percent of all publications. In the case of the management and business journals, the top ten percent account for fourty‐three percent of all publications and fifty percent of all citations. The most productive and influential journals are JIBS and HBR.

"The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area"--Provided by publisher.

Chinese International Investments provides authoritative academic and professional insights into Chinese international investments in Europe, Asia, Africa and the Americas. It offers a wide range of up-to-date academic insights and findings, which are rounded off with lessons to be learnt from historical developments (success and failure stories), an evaluation of current trends and the motives and modes of entries used by Chinese companies. Contributions on outward foreign direct investments from China in different regions of the world, specific industry and case studies and theoretical contributions highlight the need for such additional research in this emergent area of international business.

ABSTRACTManuscript Type: EmpiricalResearch Question/Issue: Why do firms in China, which has a higher level of economic development, communicate less CSR than firms in India? We use a model that includes country‐, industry‐, and firm‐level factors to predict CSR communications intensity, a proxy for CSR activities.Research Findings/Insights: Using data on 68 of the largest multinational companies in China and India, our study shows that Indian firms communicate more CSR primarily due to a more rule‐based, as opposed to relation‐based, governance environment. Firms in the manufacturing industry tend to communicate more CSR. Firm‐level characteristics such as size, duality of CEO and board chairperson, and percentage of external members on the board also have a significant influence on CSR communications.Theoretical/Academic Implications: The main theoretical contribution of our study is to bring a three‐level perspective, relying not only on firm‐ and industry‐specific factors, but also on the governance environment, to the study of firms' CSR behavior. We show that the national governance environment dominates the national income level in affecting CSR communications intensity. We demonstrate that the macro institutional environment in a country strongly affects firm CSR behavior. Our findings suggest that CSR should be studied by considering multilevel antecedents.Practitioner/Policy Implications: Our study suggests that in order to improve the CSR of firms, policy makers in India and China must first try to improve public governance at the national level. Executives doing business with Chinese and Indian companies need to better understand the contrasting governance and their effects on the CSR practices in each country. For the international community and those concerned about product safety and other social issues related to China and India, our findings suggest that improvement will not be immediate since the governance environment changes relatively slowly.

AbstractThis study uses neuroimaging methods to identify patterns of brain activation among sport fans in reaction to team stimuli. In a whole‐brain analysis without selected regions in advance, the purposes were to identify the structures involved when fans are exposed to positive, neutral, and negative events and to learn what events activate more limbic networks. A total of 53 individuals participated in and functional magnetic resonance imaging experiment involving the presentation of videos in various situations. Findings indicate the activation of the cingulate gyrus and other structures of the limbic system, as the hippocampus and parahippocampus. We also found involvement of the ventral tegmental area of the reward system. Additionally, brain activity in emotional regulation and memory areas were more influenced by positive than neutral and negative videos. It was also found the involvement of other areas not directly included in the limbic or reward systems. This study provides the neural basis of fan reactions to team‐related stimuli. Sport clubs should be aware that negative content seems to be suppressed from emotional memory and positive videos trigger more emotion and memory areas than neutral and negative videos.