Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Global markets: Chinese consumers respond to Western brands

22.04.2009
How do Chinese consumers really feel about Western brands? We often hear that magazines and billboards influence Chinese consumers to imitate Western lifestyles.

Meanwhile, Chinese "patriots" are thought to reject Western brands as a symbolic gesture of loyalty to their country. A new study in the Journal of Consumer Research paints a more complex picture.

"We set out to study the cultural meanings of Western brands to Chinese consumers and local understandings of nationalism from Chinese consumers' experiences," write authors Lily Dong (University of Alaska, Fairbanks) and Kelly Tian (University of Queensland). The researchers wondered whether it is paradoxical for Chinese consumers to buy Western brands and still hold strong nationalistic sentiments, a phenomenon that has been demonstrated previously.

In a series of surveys and in-depth interviews with Chinese consumers in rural and urban areas, the authors found that Chinese consumers attach political meanings to Western brands and connect those brands to important moments in Chinese history, like Mao Zedong's Cultural Revolution or Deng Xiaoping's economic reforms. Chinese consumers are finding ways to appropriate symbols and goods to create a new Chinese narrative, the authors found.

"We challenge popular explanations for Chinese consumers' responses to Western brands, arguing that they oversimplify the consumption motives of Chinese people. We show different ways that nationalism is conceived and used by consumers to infuse Western brands with meaning, rendering them politically useful in articulating a reaction to the West, and realizing imaginings of the future Chinese nation," the authors write. For example, some respondents connected Western brands to the spread of capitalism and democratic freedoms, which can eventually liberate China from domination.

Chinese nationalism covers a full spectrum of ideas, the authors emphasize. "The assumption that Western brands are used to imitate Westerners denies people of nonwestern nations the creative capacity to take and use Western goods for their own purposes," the authors write. "At the same time, we question why the rejection of Western brands should be inherent in notions of nationalism, particularly for nation-states where reigning governments endorse participation in the global market economy."

Lily Dong and Kelly Tian. "The Use of Western Brands in Asserting Chinese National Identity." Journal of Consumer Research: October 2009.

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Studies and Analyses:

nachricht Real-time feedback helps save energy and water
08.02.2017 | Otto-Friedrich-Universität Bamberg

nachricht The Great Unknown: Risk-Taking Behavior in Adolescents
19.01.2017 | Max-Planck-Institut für Bildungsforschung

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Breakthrough with a chain of gold atoms

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

Im Focus: DNA repair: a new letter in the cell alphabet

Results reveal how discoveries may be hidden in scientific “blind spots”

Cells need to repair damaged DNA in our genes to prevent the development of cancer and other diseases. Our cells therefore activate and send “repair-proteins”...

Im Focus: Dresdner scientists print tomorrow’s world

The Fraunhofer IWS Dresden and Technische Universität Dresden inaugurated their jointly operated Center for Additive Manufacturing Dresden (AMCD) with a festive ceremony on February 7, 2017. Scientists from various disciplines perform research on materials, additive manufacturing processes and innovative technologies, which build up components in a layer by layer process. This technology opens up new horizons for component design and combinations of functions. For example during fabrication, electrical conductors and sensors are already able to be additively manufactured into components. They provide information about stress conditions of a product during operation.

The 3D-printing technology, or additive manufacturing as it is often called, has long made the step out of scientific research laboratories into industrial...

Im Focus: Mimicking nature's cellular architectures via 3-D printing

Research offers new level of control over the structure of 3-D printed materials

Nature does amazing things with limited design materials. Grass, for example, can support its own weight, resist strong wind loads, and recover after being...

Im Focus: Three Magnetic States for Each Hole

Nanometer-scale magnetic perforated grids could create new possibilities for computing. Together with international colleagues, scientists from the Helmholtz Zentrum Dresden-Rossendorf (HZDR) have shown how a cobalt grid can be reliably programmed at room temperature. In addition they discovered that for every hole ("antidot") three magnetic states can be configured. The results have been published in the journal "Scientific Reports".

Physicist Dr. Rantej Bali from the HZDR, together with scientists from Singapore and Australia, designed a special grid structure in a thin layer of cobalt in...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Booth and panel discussion – The Lindau Nobel Laureate Meetings at the AAAS 2017 Annual Meeting

13.02.2017 | Event News

Complex Loading versus Hidden Reserves

10.02.2017 | Event News

International Conference on Crystal Growth in Freiburg

09.02.2017 | Event News

 
Latest News

Switched-on DNA

20.02.2017 | Materials Sciences

Second cause of hidden hearing loss identified

20.02.2017 | Health and Medicine

Prospect for more effective treatment of nerve pain

20.02.2017 | Health and Medicine

VideoLinks
B2B-VideoLinks
More VideoLinks >>>