The globalization has caused the emerging of new market segment that shares same characteristics. This research studies about the new emerging phenomenon caused by the globalization and the regionalization in Asia: the regional Asian identity and regional Asian brand. Construal level theory is used to understand the goal characteristic of regional Asian identity, and to know about how advertising message can help to strengthen regional Asian brand authenticity.
In three experimental studies, this thesis finds that regional Asian identity is consistent with abstract mode of processing. In addition, although regional Asian identity is a combination of global and local culture content, the primary cultural content of regional Asian identity is the local culture. In other words, local culture identity is abstracted to a higher level and shared among consumers from Asian region.
Regional Asian identity can be used as an effective position in building brand authenticity. Understanding the characteristics of regional Asian identity and regional Asian brand will help brand managers to target to the emerging urban segment which are young, urban, and multicultural.

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