CFC: Brand Management in Emerging Markets: Theories and Practices
Call for Chapters
Brand Management in Emerging Markets: Theories and Practices
Proposals Submission Deadline: March 30, 2013
Full Chapters Due: August 30, 2013
Peer Review and Revising Process: August 30 - February 15, 2014
Final Chapter Submission Date: February 15, 2014
To be published by IGI Global: http://bit.ly/UndRNg
Editors:
Cheng Lu Wang, Ph.D.,
Professor and Chair
Department of Marketing & Quantitative Analysis
College of Business
University of New Haven, USA
Jiaxun He, Ph. D.
Professor and Chair
Department of Business Administration
School of Business
East China Normal University, China
Introduction:
Emerging markets are nations with social business activities in the process of rapid growth and industrialization. The global emerging markets’ middle class is anticipated to grow from 430 million in 2000 to 1.2 billion by 2030, with China and India accounting for two-thirds of the expansion in emerging markets [1]. According to a recent report by the International Money Fund, the share of emerging and developing economies in world GDP in purchasing power parity terms (PPP) is expected to overtake advanced economies by 2014. The Emerging Market Global Players (EMGP) project [2], led by the Vale Columbia Center, includes following countries in the list of emerging markets: Argentina, Brazil, Chile, China, Hungary, India, Israel, South Korea, Mexico, Poland, Russia, Slovenia, Taiwan and Turkey.
Worldwide brand competition has been facing new challenges as the emerging market brands have evolved upon the world stage. First, with the huge population and growing middle class consumers of high purchasing power, the emerging markets become more attractive to multinational companies as the European and US consumer companies confronted by slowing growth at home and global brands are turning their target markets to the fast-growing countries of Africa, Asia, and Latin America. Second, leading global brands, which have been dominated by European, American, and Japanese companies, have to compete in emerging markets created with by strong local players. Third, emerging markets have been striving to become global brands, such as Samsun, LG, Lenovo, HTC., etc. According to Millward Brown’s report [3], of the top 100 brands globally in 2006, there were only two brands from emerging countries, more specifically China. Yet, by 2011, there were 19 from the BRIC countries (Brazil, Russia, India and China) and Mexico. While brand building among some of the emerging market brands is still at an infancy stage, the challenge is whether and how brands from emerging markets can continue their surge in the same way that Japanese brands evolved a half-century ago.
This book is dedicated to provide a useful and comprehensive resource for academicians, professionals and practitioners who are interested in brand management research areas. With a focal theme of brand management in emerging markets, conceptual and empirical works on all issues related to branding, brand management strategies, case studies and educational materials (teaching cases for undergraduate/MBA/EMBA and research methodologies for Doctoral programs) are all welcome. In particular, state-of-the-art review papers that address the most current research in theoretical development and offer new perspectives or point out an area in need of further research are particularly solicited. Empirical studies, case analysis and strategic applications are also important components in this unique handbook.
References
[1] http://blog.euromonitor.com/2010/03/emerging-focus-rising-middle-class-in-emerging-markets.html
[2] http://www.vcc.columbia.edu/content/emerging-market-global-players-project
[3] http://www.millwardbrown.com/brandz/Top_100_Global_Brands.aspx
Contents (tentative)
- State-of-art review
- Theoretical development and empirical findings
- Strategies and applications
- Case analysis (for real brand or for teaching cases)
Suggested topics (but not limited and open to new ideas)
- Brand equity and brand extension
- Consumer-brand relationship.
- Brand community
- Brand choice modeling
- Marketing mix and brand attitude
- Brand positioning
- Brand image and brand personality
- Brand identity and Brand positioning
- Brand loyalty and commitment
- Brand measurement and valuation
- Brand asset management
- Brand and experience management
- Brand symbolism and brand conscious
- Brand building and IMC
- Social media and branding
- Brand alliances and co-branding
- CSR and branding
- Country brand and country image
- Brand origin and country of origin
- Global branding and local branding in emerging markets
- Global brands entering emerging markets
- Emerging market brands go global
- Cross-cultural perspective in branding
- Corporate branding
- Private label and store brand
- Brand portfolio and brand hierarchy
- Internal branding and service brand
- Fashion brand and luxury brand
- Managing brands over time
- Brand revitalization
- Acquisition and migration
- Time-honored brands
Target Audience:
The primary intended audience is scholar-practitioners This book will be a valuable and insightful reference book for researchers in conducting empirical studies, for marketing/consulting professionals to develop marketing strategies, for multinational business managers/executives to understand the brand management strategies in emerging markets, and for marketing educators teaching marketing subjects of all levels (undergraduate/MBA/EMBA/Doctoral programs) in emerging economies.
Submission Procedure:
Researchers and practitioners are invited to submit on or before March 30, 2013, a 2-3 page chapter proposal (and an author brief bio) clearly explaining the topic and content of his or her proposed chapter. Authors of accepted proposals will be notified before or by April 30, 2013 about the status of their proposals and sent chapter guidelines. Full chapters are expected to be submitted before or by August 30, 2013.
All submitted chapters will be under a peer-review process by external reviewers and chapter contributors (contributes are required to be the reviewers). The final revised chapter should be submitted before or by February 15, 2014. The final acceptance notification is March 15, 2014. This book is anticipated to be published in 2014 or early 2015. To ensure the quality of the book and the publication schedule, all contributors should understand:
- A submission should be your original work and it should not be a work that has been published, under publication consideration or going to be published by other outlets.
- All submissions should strictly follow the deadlines specified above.
- For contributors whose native language is not English, you may have a copy editor to improve the English writing before the final submission.
Publisher
This book is expected to be published by IGI Global (formerly Idea Group, Inc.), publisher of the “Information Science Reference” (formerly Idea Group Reference), “Medical Information Science Reference,” “Business Science Reference,” and “Engineering Science Reference” imprints. For additional information regarding the publisher, please visit www.igi-global.com.
Inquiries and submissions can be forwarded electronically either to
Cheng Lu Wang at cwang@newhaven.edu or
Jiaxun He at jxhe@dbm.ecnu.edu.cn
About the editors:
Cheng Lu Wang
Cheng Lu Wang, Ph.D., is professor and Chairman of the Department of Marketing and Quantitative Analysis at the University of New Haven. Dr. Wang’s research interests include consumer behavior and international marketing, with a particular focus on marketing in China. Dr. Wang is the editor of the Contemporary Marketing in China: Theories and Practices, published by Nova Science Publishers, Inc., in 2011. Dr. Wang also served as editor-in-chief of the International Journal of Consumer Research and as the guest editor of special issues on marketing in China themes for Journal of Consumer Behavior, Industrial Marketing Management, Young Consumers and Journal of Consumer Marketing. Dr. Wang’s has over 50 scholarly publications appeared in Journal of Consumer Psychology, Psychology & Marketing, Journal of Business Research, Journal of Consumer Affairs, Journal of Global Business, International Business Review, International Marketing Review, European Journal of Marketing, Management International Review, Journal of Business Ethics and Industrial Marketing Management, among others. His paper exploring the different mechanism between Guanxi and Western relationship marketing concept is listed among the top 10 most-cited articles published in Industrial Marketing Management. Dr. Wang can be reached at cwang@newhaven.edu.
Jiaxun HE
Jiaxun He, Ph.D., is currently the Chair of Business Administration Department, the Director of Center for Branding Science, and Professor of Marketing, Branding and Management in the School of Business at East China Normal University, Shanghai. He is also an area editor for Journal of Marketing Science (Chinese). He obtained his Ph.D. from Sun Yat-Sen University in China. He owned a distinction of being called the New Century Excellent Talent in University by Ministry of Education of China (2008-2011), and was honored the title of Distinguished Visiting Professor of Marketing at the University of North Carolina at Chapel Hill (2011-2012). His research focuses on customer-based brand equity and brand relationships, cross-cultural consumer behavior, and branding in emerging markets. In recent years, he has published more than 50 important articles on Journal of Chinese Entrepreneurship, Frontiers of Business Research in China, Nankai Business Review International, Journal of Marketing Science (Chinese), Management World (Chinese), and so on. He is now in charge of two research projects funded by National Natural Science Foundation of China (Grand No. 71072152; 70772107). Jiaxun He can be contacted at: jxhe@dbm.ecnu.edu.cn