Consumer-Citizens of China: The Role of Foreign Brands in by Kelly Tian, Lily Dong

By Kelly Tian, Lily Dong

This e-book offers a accomplished exam of chinese language buyer behaviour and demanding situations the formerly dichotomous interpretation of the intake of Western and non-Western manufacturers in China. The dominant place is that chinese language shoppers are pushed via a wish to imitate the existence of Westerners and thereby boost their social status in the community. the choice is that buyers reject Western manufacturers as a symbolic gesture of loyalty to their countryside. Drawing from survey responses and extensive interviews with chinese language shoppers in either rural and concrete components, Kelly Tian and Lily Dong locate that consumers situate Western manufacturers inside of pick out old moments. This embellishment attaches old meanings to Western manufacturers in ways in which render them worthy in announcing most popular visions of the longer term China. by way of highlighting how Western manufacturers are utilized in contests for nationwide id, Consumer-Citizens of China demanding situations the suggestion of the "patriot’s paradox" and solutions students’ questions as to if chinese language nationalists at the present time permit for a Sino-Western house the place the chinese language can love China with out hating the West. Consumer-Citizens of China might be of curiosity to scholars and students of commercial reviews, chinese language and Asian reports and Political technological know-how. Kelly Tian is Professor of promoting and holds the Anderson Chair of industrial at New Mexico kingdom college. Lily Dong is affiliate Professor of promoting on the college of Alaska at Fairbanks.

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Extra info for Consumer-Citizens of China: The Role of Foreign Brands in the Imagined Future China (Routledge Contemporary China Series 60)

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Further, anthropologist Elisabeth Croll recounts that during her ethnographic field work in China during the early years of economic reform (the 1980s), consumers shared with her that they were reluctant to show off their acquisitions to neighbors. They were concerned that government policy might change, so that they would “become the object of political criticism rather than admiration” as occurred during the Cultural Revolution under Mao Zedong’s administration (Croll 2006, 37). The Chinese government did exhibit ideological reversals during the early years following the launch of economic reforms (Zhao and Belk 2008b), when the consumerist lifestyle was accused of undermining the official ideology of socialism, leading to new campaigns championing socialist ideals of sacrifice, simple living, and trust in party leaders (Baum 1994; Zhao and Belk 2008b).

Everybody in China buys Chinese products. Then I dream that I come to Las Vegas of America, taking Chinese products with me, hold a “Chinese product news release”, and compare them with American products on the spot. I immediately beat the foreign products, winning honor for China. Then I wake up from the dream. (24 year old male survey participant, Beijing) One day, streets of foreign countries are running Chinese Red Flag (a car brand), foreigners all wear Double-star (a Chinese shoe brand) and Pu-dun pants (a Chinese brand).

The Chinese brand drew on the foreign brand’s advanced technology and management experience, and at the same time, it 14 Imagining China, imagining brands entertained the foreign brand and made the foreign brand benefit greatly from the Chinese brand. Hand in hand, and shoulder by shoulder, they worked hard together for mankind’s happiness. (29 year old female survey participant, Beijing) The more foreign brand products I have, the more . ] I feel successful, however, it’s better to own Chinese famous brands.

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