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Consumer-Citizens of China : The Role of Foreign Brands in the Imagined Future China by Dong, Lily;Tian, Kelly is a nonfiction available to read on EtoBox.

What is Consumer-Citizens of China : The Role of Foreign Brands in the Imagined Future China about?

A PDF version of this book is available for free in open access via (http://www.tandfebooks.com) www.tandfebooks.com as well as the OAPEN Library platform, (http://www.oapen.org) 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 W

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Author

Dong, Lily;Tian, Kelly

Publisher

Taylor & Francis Group; Routledge

Published

2013

Language

EN

ISBN

9781136889318

Category

nonfiction

Subjects

Science, Political Science, Psychology