Text

Consumer-citizens of China: the role of foreign brands in the imagined future China

---

A PDF version of this book is available for free in open access via www.tandfebooks.com as well as the OAPEN Library platform, www.oapen.org. It has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 3.0 license and is part of the OAPEN-UK research project.
This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to imitate the lifestyles of Westerners and thereby advance their social standing locally. The alternative is that consumers reject Western brands as a symbolic gesture of loyalty to their nation-state.
Drawing from survey responses and in depth interviews with Chinese consumers in both rural and urban areas, Kelly Tian and Lily Dong find that consumers situate Western brands within select historical moments. This embellishment attaches historical meanings to Western brands in ways that render them useful in asserting preferred visions of the future China. By highlighting how Western brands are used in contests for national identity, Consumer-Citizens of China challenges the notion of the "patriot’s paradox" and answers scholars’ questions as to whether Chinese nationalists today allow for a Sino-Western space where the Chinese can love China without hating the West.
Consumer-Citizens of China will be of interest to students and scholars of business studies, Chinese and Asian Studies and Political Science.

---

Availability

No copy data

Detail Information

Series Title

-

Call Number

-

Publisher

London; New York : Routledge., 2011

Collation

-

Language

English

ISBN/ISSN

9780203840115

Classification

-

Content Type

text

Media Type

computer

Carrier Type

online resource

Edition

1st Edition

Subject(s)

Area Studies, Economics, Finance,

Specific Detail Info

-

Statement of Responsibility

Kelly Tian and Lily Dong

Other Information

Cataloger

Kholif Basri

Source

-

Validator

-

Digital Object Identifier (DOI)

https://doi.org/10.4324/9780203840115

Journal Volume

-

Journal Issue

-

Subtitle

-

Parallel Title

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment