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.

Portrait

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