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, 36 3: 504-523. doi:10.1086/598970


Author Dong, Lily
Tian, Kelly
Title The use of western brands in asserting Chinese national identity
Journal name Journal of Consumer Research   Check publisher's open access policy
ISSN 0093-5301
1537-5277
Publication date 2009-10
Sub-type Article (original research)
DOI 10.1086/598970
Open Access Status
Volume 36
Issue 3
Start page 504
End page 523
Total pages 20
Place of publication Chicago, IL, United States
Publisher University of Chicago Press
Language eng
Subject 1403 Econometrics
1406 Marketing
2002 Cultural Studies
Formatted abstract
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.
Keyword Attitudes
Cultural theories and analysis
Depth/long interviews
Survey research
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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