Disney's Glocalization in Shanghai: the emotional branding strategy

DOI

10.2991/icecsd-19.2019.15How to use a DOI?

Keywords

Glocalization;Emotional Branding;China; Shanghai Disneyland;Cultural Symbol;International Disneyland.

Abstract

This paper applies the emotional branding strategy to analyze Shanghai Disneyland's successful adaption in China. After Paris and Hong Kong Disneyland all hard to make decent profits for years, Disney executives attempted to take new branding strategy to create emotional attachments to the brand. This strategy successfully prompted Disney glocalizing its brand under a Chinese cultural context. The adaption process of Shanghai Disneyland will be analyzed by using the framework of four antecedents for creating emotional attachments for brands: Sentimentality and emotional memory: Socialization; User-derived benefits;Traditional customer outcome.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuan Wenjie
PY  - 2019/08
DA  - 2019/08
TI  - Disney's Glocalization in Shanghai: the emotional branding strategy
BT  - Proceedings of the 2019 3rd International Conference on Education, Culture and Social Development (ICECSD 2019)
PB  - Atlantis Press
SP  - 95
EP  - 102
SN  - 2352-5398
UR  - https://doi.org/10.2991/icecsd-19.2019.15
DO  - 10.2991/icecsd-19.2019.15
ID  - Wenjie2019/08
ER  -