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Consumer-Citizens of China - The Role of Foreign Brands in the Imagined Future China (Paperback)
Loot Price: R1,200
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Consumer-Citizens of China - The Role of Foreign Brands in the Imagined Future China (Paperback)
Series: Routledge Contemporary China Series
Expected to ship within 12 - 17 working days
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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. Kelly Tian is
Professor of Marketing and holds the Anderson Chair of Business at
New Mexico State University. Lily Dong is Associate Professor of
Marketing at the University of Alaska at Fairbanks.
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