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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, download it from the Adobe site.

Experiential Marketing

Professor Schmitt details in this monograph the various meanings of experience as the term is used in philosophy, psychology, and in consumer behavior and marketing. The paper reviews the empirical findings that provide consumer insights on experiences -- such as memory, positive and negative experiences, how experiential attributes are processed and whether experiences are rational. Practical frameworks for managing and marketing experiences are also discussed.

Bernd Schmitt (2011) "Experience Marketing: Concepts, Frameworks and Consumer Insights",Foundations and Trends in Marketing: Vol. 5: No 2, pp 55-112.
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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).

Donald R Lehmann, Kevin Lane Keller, and John U Farley (2008). "The Structure of Survey-Based Brand Metrics." Journal of International Marketing: Vol. 16, No. 4, pp. 29-56.
[Download working paper .pdf]
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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:

April Wright (2002). ""Technology as an Enabler of the Global Branding of Retail Financial Services" Journal of International Marketing: Vol. 10, No. 2, pp.11.
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Nader T. Tavassoli and Jin K. Han (2002). ""Auditory and Visual Brand Identifiers in Chinese and English" Journal of International Marketing: Vol. 10, No. 2, pp.7.
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Ming H. Hsieh (2002). "Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study" Journal of International Marketing: Vol. 10, No. 2, pp.9.
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Giana M. Eckhardt and Michael I. Houstonh (2002). "Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai China" Journal of International Marketing: Vol. 10, No. 2, pp.10.
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F.C. (Frank) Hong, Anthony Pecotich, and Clifford I. Shultz II (2002). "Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia" Journal of International Marketing: Vol. 10, No. 2, pp.8.
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Kate Gillespie, Kishore Krishna, and Susan Jarvis (2002). "Protecting Global Brands: Toward Global Norm" Journal of International Marketing: Vol. 10, No. 2, pp.12.
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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


Ralf van der Lans, Bernd Schmitt, et. al.(2009) "Cross-National Logo Evaluation Analysis: an Individual Level Approach" Marketing Science vol. 28 no. 5968-985
[Download working paper .pdf]

 

Brand Experience


J. Joško Brakus, Bernd H. Schmitt, and Lia Zarantonello (2009) "Brand Experience: What is It? How do We Measure It? And Does It Affect Loyalty?" Journal of Marketing, vol. 73, no. 3 pp. 52-68
[Download working paper .pdf]
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Brand and Image Management in Asia


Bernd H. Schmit (1995) "Language and Visual Imagery: Issues of Corporate Identity in East Asia" Columbia Journal of World Business, vol. 30, no. 4 pp. 28
[Download working paper .pdf]
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Bernd H. Schmit and Yigang Pan (1994) "Managing Corporate and Brand Identities in the Asia-Pacific Region" California Management Review, vol. 36, no. 4 pp. 32-48
[Download working paper .pdf]
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Bernd H. Schmit (1999) "Consumer Segmentation in China" in Marketing Issues in Transitional Economies, Batra, Rajeev (Ed.), Springer
[Download working paper .pdf]
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Bernd H. Schmit and Guido Deboeck (1998) "Differential Patterns in Consumer Purchase Preferences using Self-Organizing Maps: A Case Study of China" Visual Explorations in Finance : With Self-Organizing Maps , Guido J. Deboeck and Teuvo Kohonen (Ed.), Springer pp. 141-157
[Download working paper .pdf]
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Linguistic Issues on Global Branding


Bernd H. Schmit and Yigang Pan (1996) "Language and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English" Journal of Consumer Psychology, vol. 5 no. 3 pp. 263-267
[Download working paper .pdf]
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Bernd H. Schmit and Shi Zhang (1998) "Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice" Journal of Consumer Research, vol. 25 no. 2 pp. 108-122
[Download working paper .pdf]
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Shi Zhang and Bernd Schmitt (1998) "Language-Dependent Classification: The Mental Representation of Classifiers in Cognition, Memory and Ad Evaluations" Journal of Experimental Psychology: Applied, vol. 4 no. 4 pp. 375-385
[Download working paper .pdf]
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Name Perceptions and Attitudes in Global Context


France LeClerc, Bernd Schmitt, and Laurette Dube (1994) "Foreign Branding and Its Effect on Product Perceptions and Attitudes" Journal of Marketing Research, vol. 31 no. 2 pp. 263-270
[Download working paper .pdf]
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Jin K. Han and Bernd Schmitt (1997) "Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers" Journal of International Marketing, vol. 5 no. 1 pp. 77
[Download working paper .pdf]
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