Consumer-Citizens of China: The Role of Foreign Brands in the Imagined Future China by Kelly Tian
English | June 9, 2013 | ISBN: 0415854628 | 168 Pages | PDF | 3 MB
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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.