The use of Western brands in asserting Chinese national identity

Dong, Lily and Tian, Kelly 2009, The use of Western brands in asserting Chinese national identity, Journal of consumer research, vol. 36, no. 3, pp. 504-523, doi: 10.1086/598970.

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Title The use of Western brands in asserting Chinese national identity
Author(s) Dong, Lily
Tian, Kelly
Journal name Journal of consumer research
Volume number 36
Issue number 3
Start page 504
End page 523
Publisher University of Chicago Press
Place of publication Chicago, Ill.
Publication date 2009-10
ISSN 0093-5301
Keyword(s) attitudes
cultural theories and analysis
depth/long interviews
survey research
Summary Chinese consumers employ Western brands to assert competing versions of Chinese national identity. These uses emerged from findings that Chinese form meanings of Western brands, drawing from select historical national narratives of East-West relations: the West as liberator and Western brands as instruments of democratization; the West as oppressor and Western brands as instruments of domination; the West as subjugated and Western brands, by their own subjugation, as symbolically erasing China’s past humiliations; and the West as partner and Western brands as instruments of economic progress. Our emergent theory elaborates processes by which Western brands are shaped by macrolevel, sociohistorical forces to motivate consumers’ responses to them as political action tied to nation making.
Language eng
DOI 10.1086/598970
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2009, by Journal of Consumer Research, Inc.
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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