Chinese Consumers

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.

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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 Westerners and thereby advance their social standing locally. The alternative is that consumers reject Western brands as a symbolic gesture of loyalty to their nation-state.