Kelly Tian, Lily Dong

Consumer-Citizens of China (eBook, ePUB)

The Role of Foreign Brands in the Imagined Future China

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 176
• Erscheinungstermin: 1. November 2010
• Englisch
• ISBN-13: 9781136889356
• Artikelnr.: 40438599

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