Integrated Model to Analyze Brand Function for Products in the Global Marketplace

David Pan; Alan Pan; Frank Fu; Linda Clarke; Berna Mutlu

Integrated Model to Analyze Brand Function for Products in the Global Marketplace

David Pan
, Alan Pan
, Frank Fu
, Linda Clarke
, Berna Mutlu

Dr. Stephen Hui Research Centre for Physical Recreation and Wellness

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Abstract

This study integrates the nuances of product and brand strategy research with socio-ethno considerations to derive a dynamic system of paradigms embracing the specific variable considerations in socio-cultural dimension. To connect current knowledge with future IB research, we have mapped out the pathway and signpost for brand function to bridge product with intended market segment with our proposed axioms in pair for Brand-in-Value for firms and Brand-in-Value for market in a cross-cultural setting that drive marketing strategies in a global environment.

Original language	English
Title of host publication	Proceedings of the 55th Annual Meeting of the Academy of International Business
Subtitle of host publication	Bridging the Divide: Linking IB to Complementary Disciplines and Practice
Editors	Patricia McDougall-Covin, Tunga Kiyak
Publisher	Academy of International Business
Pages	246
Number of pages	1
Publication status	Published - 6 Jul 2013
Event	55th Annual Meeting of the Academy of International Business, AIB 2013: Bridging the Divide: Linking IB to Complementary Disciplines and Practice - Istanbul, Turkey Duration: 3 Jul 2013 → 6 Jul 2013 https://www.aib.world/wp-content/uploads/2019/04/Program-2013-Istanbul.pdf (Link to conference programme) https://www.aib.world/wp-content/uploads/2019/04/Proceedings-2013-Istanbul.pdf (Link to conference proceedings)

Publication series

Name	Proceedings of the Annual Meeting of the Academy of International Business
Publisher	Academy of International Business
ISSN (Electronic)	2078-0435

Conference

Conference	55th Annual Meeting of the Academy of International Business, AIB 2013
Country/Territory	Turkey
City	Istanbul
Period	3/07/13 → 6/07/13
Internet address	https://www.aib.world/wp-content/uploads/2019/04/Program-2013-Istanbul.pdf (Link to conference programme) https://www.aib.world/wp-content/uploads/2019/04/Proceedings-2013-Istanbul.pdf (Link to conference proceedings)

Cite this

Pan, D., Pan, A., Fu, F., Clarke, L., & Mutlu, B. (2013). Integrated Model to Analyze Brand Function for Products in the Global Marketplace. In P. McDougall-Covin, & T. Kiyak (Eds.), Proceedings of the 55th Annual Meeting of the Academy of International Business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice (pp. 246). (Proceedings of the Annual Meeting of the Academy of International Business). Academy of International Business.

Pan, David ; Pan, Alan ; Fu, Frank et al. / Integrated Model to Analyze Brand Function for Products in the Global Marketplace. Proceedings of the 55th Annual Meeting of the Academy of International Business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice. editor / Patricia McDougall-Covin ; Tunga Kiyak. Academy of International Business, 2013. pp. 246 (Proceedings of the Annual Meeting of the Academy of International Business).

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title = "Integrated Model to Analyze Brand Function for Products in the Global Marketplace",

abstract = "This study integrates the nuances of product and brand strategy research with socio-ethno considerations to derive a dynamic system of paradigms embracing the specific variable considerations in socio-cultural dimension. To connect current knowledge with future IB research, we have mapped out the pathway and signpost for brand function to bridge product with intended market segment with our proposed axioms in pair for Brand-in-Value for firms and Brand-in-Value for market in a cross-cultural setting that drive marketing strategies in a global environment.",

author = "David Pan and Alan Pan and Frank Fu and Linda Clarke and Berna Mutlu",

note = "Publisher copyright: {\textcopyright} 2013 Academy of International Business; 55th Annual Meeting of the Academy of International Business, AIB 2013 : Bridging the Divide: Linking IB to Complementary Disciplines and Practice ; Conference date: 03-07-2013 Through 06-07-2013",

year = "2013",

month = jul,

day = "6",

language = "English",

series = "Proceedings of the Annual Meeting of the Academy of International Business",

publisher = "Academy of International Business",

pages = "246",

editor = "Patricia McDougall-Covin and Tunga Kiyak",

booktitle = "Proceedings of the 55th Annual Meeting of the Academy of International Business",

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Pan, D, Pan, A, Fu, F, Clarke, L & Mutlu, B 2013, Integrated Model to Analyze Brand Function for Products in the Global Marketplace. in P McDougall-Covin & T Kiyak (eds), Proceedings of the 55th Annual Meeting of the Academy of International Business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice. Proceedings of the Annual Meeting of the Academy of International Business, Academy of International Business, pp. 246, 55th Annual Meeting of the Academy of International Business, AIB 2013, Istanbul, Turkey, 3/07/13.

Integrated Model to Analyze Brand Function for Products in the Global Marketplace. / Pan, David; Pan, Alan; Fu, Frank et al.
Proceedings of the 55th Annual Meeting of the Academy of International Business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice. ed. / Patricia McDougall-Covin; Tunga Kiyak. Academy of International Business, 2013. p. 246 (Proceedings of the Annual Meeting of the Academy of International Business).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

TY - GEN

T1 - Integrated Model to Analyze Brand Function for Products in the Global Marketplace

AU - Pan, David

AU - Pan, Alan

AU - Fu, Frank

AU - Clarke, Linda

AU - Mutlu, Berna

PY - 2013/7/6

Y1 - 2013/7/6

N2 - This study integrates the nuances of product and brand strategy research with socio-ethno considerations to derive a dynamic system of paradigms embracing the specific variable considerations in socio-cultural dimension. To connect current knowledge with future IB research, we have mapped out the pathway and signpost for brand function to bridge product with intended market segment with our proposed axioms in pair for Brand-in-Value for firms and Brand-in-Value for market in a cross-cultural setting that drive marketing strategies in a global environment.

AB - This study integrates the nuances of product and brand strategy research with socio-ethno considerations to derive a dynamic system of paradigms embracing the specific variable considerations in socio-cultural dimension. To connect current knowledge with future IB research, we have mapped out the pathway and signpost for brand function to bridge product with intended market segment with our proposed axioms in pair for Brand-in-Value for firms and Brand-in-Value for market in a cross-cultural setting that drive marketing strategies in a global environment.

M3 - Conference proceeding

T3 - Proceedings of the Annual Meeting of the Academy of International Business

SP - 246

BT - Proceedings of the 55th Annual Meeting of the Academy of International Business

A2 - McDougall-Covin, Patricia

A2 - Kiyak, Tunga

PB - Academy of International Business

T2 - 55th Annual Meeting of the Academy of International Business, AIB 2013

Y2 - 3 July 2013 through 6 July 2013

ER -

Pan D, Pan A, Fu F, Clarke L, Mutlu B. Integrated Model to Analyze Brand Function for Products in the Global Marketplace. In McDougall-Covin P, Kiyak T, editors, Proceedings of the 55th Annual Meeting of the Academy of International Business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice. Academy of International Business. 2013. p. 246. (Proceedings of the Annual Meeting of the Academy of International Business).

Integrated Model to Analyze Brand Function for Products in the Global Marketplace

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