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.
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.
Kelly Tian is Professor of Marketing at New Mexico State University 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
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
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