Consumer-citizens of China the role of foreign brands in the imagined future China
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 Wes...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London ; New York :
Routledge
2011.
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| Edición: | 1st ed |
| Colección: | Routledge Contemporary China Series ;
60. |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009430921206719 |
Tabla de Contenidos:
- 1. Imagining China, imagining brands
- 2. Rethinking popular notions of Chinese consumers' motives for responding to Western brands
- 3. Highlighted moments in the history of branded goods in China
- 4. Foreign brands in China as global brands from the imagined West
- 5. Chinese national narratives and the meanings of Western brands
- 6. National narratives in imaginative processing of Western brand promotions
- 7. Citizen-consumers in an age of globalization.
