The Effectiveness of Using a Global Look in an Asian Market

Chingching Chang

Adopting a global look has been an important strategy for marketing in multinational and local markets.

The Effectiveness of Using a Global Look in an Asian Market

Chingching ChangNational Chengchi University

Enhancing the global appeal of products is an important strategy for marketing across national boundaries (Steenkamp, Batra, and Alden, 2003). The perceived “globalness” of a product, namely its international appeal, adds value to a brand (Steenkamp, Batra, and Alden, 2003). This study argues that there are two effective ways to enhance the global perceptions of a brand when marketing in East Asia. For most consumers in East Asian countries (including Taiwan), a Western look is synonymous with a global look. English brand names also...

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