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The Handbook of International Advertising Research by Hong Cheng

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19

International Branding

Findings, Shifts, and Challenges

Fengru Li

Introduction

Two decades ago a prolific researcher on branding from the UK, Patrick Barwise, made a call through a special issue of International Journal of Research in Marketing for international branding to be considered a geographical extension of brand equity. Barwise (1993) completed a comprehensive review of the first 10 years of American-led research on brand equity, from 1982 to 1992, and concluded:

The hunt for brand equity has achieved much in the area of brand extensions research in the USA … In addition; the brand equity concept should spur us to strike out in two other new directions. First, we need more research on the process of managing brands … Second, we need research on international branding. This includes replications and comparative studies using the same stimuli in different countries … But at a deeper level, we perhaps also need to take a more cosmopolitan perspective on this complex and interesting area. (p. 102)

Based on a survey of articles under the keyword “international branding,” Barwise appears to be the first to introduce the term international branding to the marketing research arena. The Google Scholar database has approximately 49,000 citations under the keywords “global branding” and 239,000 citations tagged as “international branding.” Among these articles, the subject of international branding is presented from various perspectives, which are reviewed in this chapter under four ...

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