Kelly Tian, Lily Dong

Consumer-Citizens of China

The Role of Foreign Brands in the Imagined Future China

• Gebundenes Buch

Produktbeschreibung

Going beyond generalizations about "the Chinese consumer" this book shows that marketersa (TM) decisions to brand a product as foreign evokes intense emotions, both positive and negative, which derive from reflexive linkages of "foreign brands" to national narratives of East-West relations. Topics covered include: -the historical shaping of present-day consumer decisions -issues of political correctness in foreign brand consumption -the often neglected dark-side and feared aspects that foreign Western brands hold for many Chinese consumers. -Chinese consumersa (TM) fantasies of foreign brands and how those work to ritualize their marketplace behavior -institutionally constructed national narratives and the ways in which Chinese citizens engage these to guide their foreign brand choices This book is suitable for upper-level undergraduates, postgraduates, academics and professionals studying consumer behaviour in China, Chinese marketing and Chinese business.

---

Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 176
• Erscheinungstermin: 29. Oktober 2010
• Englisch
• Abmessung: 234mm x 155mm x 18mm
• Gewicht: 454g
• ISBN-13: 9780415553490
• ISBN-10: 0415553490
• Artikelnr.: 29919996

Autorenporträt

Kelly Tian is Professor of Marketing in the Department of Management and Marketing, College of Business, University of Wyoming, USA. Lily Dong is Assistant Professor of Marketing at the University of Alaska Fairbanks

Inhaltsangabe

Chapter One IMAGINING CHINA, IMAGINING BRANDS: Foreign Brands as Global
Brands from the Imagined West; Western and Domestic Brands As Materials for
Realizing an Imagined Future China; Obscured State Influence and Consumer
Autonomy; Organization of the Book
Chapter Two RETHINKING POPULAR NOTIONS OF CHINESE CONSUMERS' MOTIVES FOR
RESPONDING TO WESTERN BRANDS: The Emulative Motive For Western Brand
Consumption; The Patriotic Motive for Rejecting Western Brands; Rethinking
the Primacy of the Emulative Motive for Consuming Western Brands;
Rethinking "Consumer Nationalism" as Synonymous with Western Brand
Boycotting; Chinese Consumers as Active Meaning Makers
Chapter Three HIGHLIGHTED MOMENTS IN THE HISTORY OF BRANDED GOODS IN CHINA:
The Emergence of Branded Goods in Late Imperial China; Branded Goods in
Semi-colonial China of the Early 20th Century; Branded Goods Since Gaige
Kaifang- China's Economic Reform; Relevance of These Past Moments to
Present-Day Brand Meanings
Chapter Four FOREIGN BRANDS IN CHINA AS GLOBAL BRANDS FROM THE IMAGINED
WEST: Overview of Research Method; Data Collection Sites; Our Data
Collection Methods; Foreign Brands as Western Brands With Distinguishing
Characteristics
Chapter Five CHINESE NATIONAL NARRATIVES AND THE MEANINGS OF WESTERN
BRANDS: The West as Experiential Venue, Western Brands as Instruments of
Freedom; The West as Imperialist Oppressor, Western Brands as Instruments
of Domination; The West as Subjugated, Conquered Western Brands as
Redemption; The West as Economic Partner, Western Brands as Instruments of
Economic Progress
Chapter Six NATIONAL NARRATIVES IN IMAGINATIVE PROCESSING OF WESTERN BRAND
PROMOTIONS: Imagined Consumption; Western Brand Producers' Efforts to Evoke
Consumption Fantasies; Individual Psychological Processes of Enlivening
Consumption Fantasies; Narratives and Imagined Identity
Transformations From Western Brand Consumption; The Influence of East-West
Narratives On the Processing of Western Brands Promotions; Discussion
Chapter Seven CITIZEN-CONSUMERS IN AN AGE OF GLOBALIZATION