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Consumer-Citizens of China

- The Role of Foreign Brands in the Imagined Future China

Om Consumer-Citizens of China

Going beyond generalizations about "the Chinese consumer" this book shows that marketersa (TM) decisions to brand a product as foreign evokes intense emotions, both positive and negative, which derive from reflexive linkages of "foreign brands" to national narratives of East-West relations. Topics covered include: -the historical shaping of present-day consumer decisions -issues of political correctness in foreign brand consumption -the often neglected dark-side and feared aspects that foreign Western brands hold for many Chinese consumers. -Chinese consumersa (TM) fantasies of foreign brands and how those work to ritualize their marketplace behavior -institutionally constructed national narratives and the ways in which Chinese citizens engage these to guide their foreign brand choices This book is suitable for upper-level undergraduates, postgraduates, academics and professionals studying consumer behaviour in China, Chinese marketing and Chinese business.

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  • Språk:
  • Engelska
  • ISBN:
  • 9780415553490
  • Format:
  • Inbunden
  • Sidor:
  • 176
  • Utgiven:
  • 29. oktober 2010
  • Mått:
  • 162x242x15 mm.
  • Vikt:
  • 410 g.
  Fri leverans
Leveranstid: 2-4 veckor
Förväntad leverans: 18. december 2024

Beskrivning av Consumer-Citizens of China

Going beyond generalizations about "the Chinese consumer" this book shows that marketersa (TM) decisions to brand a product as foreign evokes intense emotions, both positive and negative, which derive from reflexive linkages of "foreign brands" to national narratives of East-West relations. Topics covered include: -the historical shaping of present-day consumer decisions -issues of political correctness in foreign brand consumption -the often neglected dark-side and feared aspects that foreign Western brands hold for many Chinese consumers. -Chinese consumersa (TM) fantasies of foreign brands and how those work to ritualize their marketplace behavior -institutionally constructed national narratives and the ways in which Chinese citizens engage these to guide their foreign brand choices This book is suitable for upper-level undergraduates, postgraduates, academics and professionals studying consumer behaviour in China, Chinese marketing and Chinese business.

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