دورية أكاديمية
The Use of Western Brands in Asserting Chinese National Identity
| العنوان: | The Use of Western Brands in Asserting Chinese National Identity |
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| المؤلفون: | Dong, Lily, Tian, Kelly |
| المصدر: | Journal of Consumer Research, 2009 Oct . 36(3), 504-523. |
| Relation: | Lily Dong is assistant professor of marketing, University of Alaska Fairbanks, PO Box 756080, Fairbanks, AK 99775‐6080 ( fflcd@uaf.edu ). Kelly Tian is professor of marketing, UQ Business School, University of Queensland, Brisbane, Queensland 4072, Australia ( k.tian@business.uq.edu.au ). This research is based on the first author’s dissertation. The authors appreciate the insights and guidance offered by the editor, associate editor, and four reviewers. They owe a special debt of gratitude to members of the Chinese Academy of Sciences for their suggestions to improve the cultural relevance of questions to Chinese participants: Danrong You, Shuoyang Zhang, Xiaoyong Xu, and Yiwen Chen. The authors thank Russ Belk, Julien Cayla, Karl Gerth, Jing Hu, Susan Keep, David Mick, Nan Zhou, Craig Thompson, and marketing scholars of Monash University and University of Queensland for comments on earlier presentations.; Changes in consumer habits have now rendered some old stereotypes rather dated, especially where it concerns China’s rising upper‐middle class in the first‐tier cities. Sophistication has become more important and taste among the upper‐middle class is increasingly converging towards that of the Western consumer, especially as many international magazines are publishing local editions in China (fashion magazines and even Elle Décor ). International designer brands are now increasingly hosting high‐profile promotional events in first tier cities like Shanghai. (Garner 2005 , 84) Consumer nationalism could become a barrier to multinational companies as they expand into overseas markets. … By highlighting their respective national origins and identities, consumers impute a form of undesired “otherness” to international brands. (Wang and Wang 2007 , 136) |
| URL الوصول: | https://www.jstor.org/stable/10.1086/598970 |
| قاعدة البيانات: | JSTOR Journals |
| تدمد: | 00935301 15375277 |
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| DOI: | 10.1086/598970 |