ACADEMIC ARTICLES
Below you will find classic articles related to branding by Center director Bernd Schmitt as well academic work and publications supported by the Center. The following articles require Adobe Acrobat Reader. If you do not have it installed on your computer, get it here.
Brand Equity
The Center provided funding for an international study on brand equity by Professors Donald R. Lehmann (George E. Warren Professor, Columbia Business School), Kevin Lane Keller (E. B. Osborn Professor of Marketing, Tuck School of Business), and John U. Farley (C. V. Starr Senior Research Fellow, Tuck School of Business). The results will appear shortly in The Journal of International Marketing.
"The Structure of Survey-Based Brand Metrics" by Donald R. Lehmann, Kevin Lane Keller, and John U. Farley
JIM Special Issue on Global Branding
The Center on Global Brand Leadership has collaborated with The Journal of International Marketing to publish a special issue of the Journal on key issues in global branding. Columbia Center Faculty Director Bernd Schmitt was the special issue editor of this issue, which features six articles with the results of new research into the impact of technology, law, culture, language, brand image, and consumer perception on global brands.
Executive summaries of each article are available below:
"Technology as an Enabler of the Global Branding of Retail Financial Services" by April Wright
"Auditory and Visual Brand Identifiers in Chinese and English" by Nader T. Tavassoli and Jin K. Han
"Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study" by Ming H. Hsieh
"Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai China" by Giana M. Eckhardt and Michael I. Houston
"Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia" by F.C. (Frank) Hong, Anthony Pecotich, and Clifford I. Shultz II
"Protecting Global Brands: Toward Global Norm" by Kate Gillespie, Kishore Krishna, and Susan Jarvis
To obtain a copy of the entire issue (Volume 10, Number 2), or to subscribe to The Journal of International Marketing, please contact JIM at http://www.wu-wien.ac.at/imm/.
Brand Logos
"Cross-National Logo Evaluation Analysis: an Individual Level Approach" by Ralf van der Lans, Bernd Schmitt, et. al.
Brand Experience
"Brand Experience: What is It? How do We Measure It? And Does It Affect Loyalty?" by J. Joško Brakus, Bernd H. Schmitt, and Lia Zarantonello
Brand and Image Management in Asia
“Language and Visual Imagery: Issues of Corporate Identity in East Asia” by Bernd Schmitt
“Managing Corporate and Brand Identities in the Asia-Pacific Region” by Bernd Schmitt and Yigang Pan
“Consumer Segmentation in China” by Bernd Schmitt
“Differential Patterns in Consumer Purchase Preferences using Self-Organizing Maps: A Case Study of China” by Bernd Schmitt and Guido Deboeck
Linguistic Issues on Global Branding
"Language and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English" by Yigang Pan and Bernd Schmitt
“Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice” by Bernd Schmitt and Shi Zhang
“Language-Dependent Classification: The Mental Representation of Classifiers in Cognition, Memory and Ad Evaluations” by Shi Zhang and Bernd Schmitt
Name Perceptions and Attitudes in Global Context
“Foreign Branding and Its Effect on Product Perceptions and Attitudes” by France LeClerc, Bernd Schmitt, and Laurette Dube
“Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers” by Jin K. Han and Bernd Schmitt
