Consumer-Citizens of China The role of foreign brands in the imagined future China

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 b...

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Main Authors: Tian, Kelly, Dong, Lily
Format: eBook Book
Language:English
Published: Oxford Routledge 2010
Taylor and Francis
Taylor & Francis
Taylor & Francis Group
Edition:1
Series:Routledge Contemporary China Series
Subjects:
ISBN:0415553490, 9780415553490, 9780415854627, 0415854628, 0203840119, 9781136889363, 1136889353, 9781136889356, 9780203840115, 1136889361, 9781136889318, 1136889310
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Abstract 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.
AbstractList 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.
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.
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.
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 Tianis Professor of Marketing and holds the Anderson Chair of Business at New Mexico State University. Lily Dongis Associate Professor of Marketing at the University of Alaska at Fairbanks.
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. 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 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 20 th 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
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.
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. Summary reprinted by permission of Routledge
Author Tian, Kelly
Dong, Lily
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Keywords Gaige Kaifang
Belk 2008b
Chinese National Narrative
Belk 2008a
Chinese Consumers
foreign
products
Semi-colonial China
domestic
chinese
Emulative Motive
Chinese Brand
Western Brands
Male Survey Participant
Local Cultural Forces
Foreign Brands
Domestic Brands
Female Interview Participant
consumers
National Brands
Foreign Brand Products
brand
Mao's Statue
Brand Meanings
brands
Consumption Fantasies
Forbidden City
meanings
Christian Dior
Late Imperial China
gaige
Brand Pirating
Female Survey Participant
western
Survey Participant
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Snippet 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...
This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of...
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SubjectTerms Advertising
Asian
Belk 2008a
Belk 2008b
brand
Brand choice
Brand Pirating
Brands
Business & Economics
Business and Management
China
chinese
Chinese Consumers
Chinese National Narrative
Chinese Studies
Christian Dior
Citizens
Consumer Behavior
Consumer Behaviour
Consumers
Consumption
Consumption (Economics)
Consumption Fantasies
Cultural and media studies
domestic
Domestic Brands
Economics, Finance, Business and Management
Emulative Motive
Female Interview Participant
Female Survey Participant
foreign
Foreign Brand Products
Foreign Brands
gaige
Gaige Kaifang
History
History and Archaeology
Interdisciplinary studies
International Marketing
International Media
Late Imperial China
Male Survey Participant
Mao’s Statue
meanings
Media studies
National Brands
Nationalism
Patriotism
Political Science
products
Psychology
Reference, Information and Interdisciplinary subjects
Regional / International studies
Sales and marketing
Semi-colonial China
Social Science
Society and culture: general
Society and Social Sciences
Sociology
western
Western Brands
World
Subtitle The role of foreign brands in the imagined future China
TableOfContents Cover -- Title -- Copyright -- Dedication -- Contents -- Foreword -- Acknowledgements -- 1 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 -- 2 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 -- 3 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 -- 4 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 -- 5 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 -- 6 National narratives in imaginative processing of Western brand promotions -- Imagined consumption -- Individual psychological processes of enlivening consumption fantasies
Narratives and imagined identity transformations from Western brand consumption -- The influence of national narratives of East-West relations on the processing of Western brand promotions -- Discussion -- 7 Citizen-consumers in an age of globalization -- Appendix -- References -- Index
Title Consumer-Citizens of China
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Volume 60
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