WHYANOTHERSTUDYONBRANDPURPOSE?BecausenotenoughresearchhasbeendonetoexaminetherelevanceofBrandPurposeintheAsiancontext.AlotofrichmaterialhasbeenwrittenaboutBrandPurposeinrecentyears,butmostofthesestudieshavebeencarriedoutfromtheperspectiveofwesternmarketsandonlyahandfulwerewrittenwithapurefocusonAsia.OftentimesthesestudiesfocusedonidentifyingthemostrelevantsocialtopicstoconsumersintheregionwithoutinvestigatingwhetherabrandpositioningbasedonsuchtopicswouldmakeabrandmoreappealinganddistinctivetoAsianconsumers.ConsideringAsia'sdiverserangeofcultures,wealsosawtheneedtobetterunderstandthenuancesthatexistwithinAsia–beitacrosscountriesorwithin–toenablemarketers...
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