Purpose – This paper sets out to provide global business managers and researchers with perspectives, concepts, and some tools to deal with emergent late modern conditions. Design/methodology/approach – Analytical discourse is employed to outline the post‐enlightenment rise of modernity and...

Purpose – The purpose of this study is to present a theoretical framework to demythologize Asian consumers' cultural and ideological narratives in relation to the newly emerging popular culture developed in Korea, widely known as “Korean wave.” In addition, methodological considerations...

Purpose – The purpose of this paper is to investigate how, in China, postings on social media site Weibo reflect as well as accelerate the reshaping of traditional values. As Chinese social media extend their reach outside China, the displays of visible desire, hedonism and materialism could...

Purpose – This study aims to analyze Asian branding strategies at the regional level, and provide a map of opportunities and challenges for Asian regional branding. Design/methodology/approach – The study takes, a multi‐sited interpretive approach and interview 22 brand managers throughout...