T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK and a Visiting Professor at University of Malaya, Malaysia. Bang Nguyen is Associate Professor of Marketing at East China University of Science and Technology (ECUST), School of Business, Shanghai, China. Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at Northwestern University. He also holds or has held appointments as an adjunct/visiting professor at the Queensland University of Technology in Australia, Cranfield School of Management in the UK, Tsinghua University and Peking University, China, and the Swedish School of Economics, Finland.

• 1. Introduction to Asia Branding: Connecting Brands, Consumers and CompaniesPART I: CONSUMER BASED BRAND PERSPECTIVES2. Impact of Cultural Factors on Indian Consumers' Brand Preference3. Chinese Female Purchasing Intension towards Cosmetic Brands4. Social Media and Branding in Asia: Threats and Opportunities5. Exploring Factors behind Brand Switching amongst Youngsters in Singapore: The Case of Smartphones6. Consumer-Based Chain Restaurant Brand Equity: Insights from South Korea7. Chinese Retailers' Use of Brand-Consumer Communications: Mobile Instant Messaging (MIM) in WeChat8. Understanding Online Brand Relationship in Western Asia: The Case of Lebanon and Saudi Arabia9. Social Benefit and Brand Commitment: The Mediating Role of Satisfaction and Brand Trust10. Place Branding: Developing a Conceptual Framework for Place ImagePART II: CORPORATE BRAND PERSPECTIVES11. Role of Interactive Communications in Building Brand Relationships with Business Customers12. Employee Brand Support, Transformational Leadership and Brand-Centred Training of Academic Staff in Business Schools13. Corporate Sports Sponsorship: Exploring the Roles of Consumer Perception, Consumer Response and Sponsors' Brand Reputation – Evidence from Malaysia14. The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam15. Revisiting the Relationships between Brand Performance, Brand Image and Customer Loyalty: Findings from the Air Compressor Industry in MalaysiaPART III: CASE STUDIES16. The Rise of an Emerging Brand in the Mobile Landscape: A Case Study of Samsung Galaxy17. Understanding Consumers' Brands Experience in Japan: A Case Study of Lexus18. Branding, Innovation and Technology: A Case Study of Nestle and ALW in India19. A Case Study of the Successful Branding Story of Xi'an Jiaotong-Liverpool University: A Holistic Marketing Perspective20. Conclusion to Asia Branding: Connecting Brands, Consumers and Companies.

T C Melewar is Professor of Marketing and Strategy at Middlesex University Business School, London, UK and a Visiting Professor at University of Malaya, Malaysia. Bang Nguyen is Associate Professor of Marketing at East China University of Science and Technology (ECUST), School of Business, Shanghai, China. Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at Northwestern University. He also holds or has held appointments as an adjunct/visiting professor at the Queensland University of Technology in Australia, Cranfield School of Management in the UK, Tsinghua University and Peking University, China, and the Swedish School of Economics, Finland.

• 1. Introduction to Asia Branding: Connecting Brands, Consumers and CompaniesPART I: CONSUMER BASED BRAND PERSPECTIVES2. Impact of Cultural Factors on Indian Consumers' Brand Preference3. Chinese Female Purchasing Intension towards Cosmetic Brands4. Social Media and Branding in Asia: Threats and Opportunities5. Exploring Factors behind Brand Switching amongst Youngsters in Singapore: The Case of Smartphones6. Consumer-Based Chain Restaurant Brand Equity: Insights from South Korea7. Chinese Retailers' Use of Brand-Consumer Communications: Mobile Instant Messaging (MIM) in WeChat8. Understanding Online Brand Relationship in Western Asia: The Case of Lebanon and Saudi Arabia9. Social Benefit and Brand Commitment: The Mediating Role of Satisfaction and Brand Trust10. Place Branding: Developing a Conceptual Framework for Place ImagePART II: CORPORATE BRAND PERSPECTIVES11. Role of Interactive Communications in Building Brand Relationships with Business Customers12. Employee Brand Support, Transformational Leadership and Brand-Centred Training of Academic Staff in Business Schools13. Corporate Sports Sponsorship: Exploring the Roles of Consumer Perception, Consumer Response and Sponsors' Brand Reputation – Evidence from Malaysia14. The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam15. Revisiting the Relationships between Brand Performance, Brand Image and Customer Loyalty: Findings from the Air Compressor Industry in MalaysiaPART III: CASE STUDIES16. The Rise of an Emerging Brand in the Mobile Landscape: A Case Study of Samsung Galaxy17. Understanding Consumers' Brands Experience in Japan: A Case Study of Lexus18. Branding, Innovation and Technology: A Case Study of Nestle and ALW in India19. A Case Study of the Successful Branding Story of Xi'an Jiaotong-Liverpool University: A Holistic Marketing Perspective20. Conclusion to Asia Branding: Connecting Brands, Consumers and Companies.