Consumer-Citizens of China The Role of Foreign Brands in the Imagined Future China

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Kelly Tian, Lily Dong, "Consumer-Citizens of China: The Role of Foreign Brands in the Imagined Future China"
Publisher: Routledge | ISBN 10: 0415553490 | 2010 | PDF | 176 pages | 2.9 MB


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.

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Tags: Imagined, Future, Brands, Citizens, Consumer
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