Overview

China has made nationalism central as the country seeks to achieve a 'rejuvenation of the Chinese nation.' The new wave of consumer nationalism in China reached a fever pitch in recent years. This book will be the first book that systematically analyses the different waves of consumer nationalism in China, the types of its nationalistic consumer actions, and the critical impact of the new wave which has increased the possibility of a consumer base that could turn hostile at any moment. It argues that the outbursts of nationalist consumer outrage have become an increasing risk for businesses in China or businesses dealing with Chinese markets and that as China faces growing diplomatic challenges abroad, multinational companies need to operate with extreme caution when dealing with the world’s second-largest economy.

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9781839982859

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Reviews

“Western Australia is home to many companies with a history of direct trade with China. Professor Maggie Jiang of the University of Western Australia provides a timely reminder that, as China’s economy continues to grow, what motivates Chinese consumers will be ever more important for international brands.” — Deidre Willmott, Deputy Chair, Perth USAsia Centre “With much of international discourse on China focussed on the increasingly consolidated top po-litical leadership, Maggie Ying Jiang provides a detailed and well researched assessment of Chinese consumer cohorts, the rapidly changing landscape of consumer nationalism, and how these fit within both an era of geo-strategic competition and corporate efforts to de-risk.” — Professor Gordon Flake, CEO, Perth USAsia Centre at The University of Western Australia “Maggie Ying Jiang’s Consumer Nationalism in China is an essential reading for academics and corporate readers interested in contemporary China, as analyze how Chinese consumers have shifted from overseas to homegrown good with pride. It offers a cautionary tale for multinational corporations that offend national sentiment; when and if they cross the nationalist line, they can suffer from consumer boycotts, driven by the pervasive social media networks.”— Emeritus Professor Greg McCarthy, School of Social Sciences, University of Western Australia 

“Maggie Ying Jiang’s Consumer Nationalism in China is an essential reading for academics and corporate readers interested in contemporary China, as analyze how Chinese consumers have shifted from overseas to homegrown good with pride. It offers a cautionary tale for multinational corporations that offend national sentiment; when and if they cross the nationalist line, they can suffer from consumer boycotts, driven by the pervasive social media networks.”— Emeritus Professor Greg McCarthy, School of Social Sciences, University of Western Australia  “Western Australia is home to many companies with a history of direct trade with China. Professor Maggie Jiang of the University of Western Australia provides a timely reminder that, as China’s economy continues to grow, what motivates Chinese consumers will be ever more important for international brands.” — Deidre Willmott, Deputy Chair, Perth USAsia Centre

Author Information

Maggie Ying Jiang is currently a tenured Associate Professor in the School of Social Sciences at UWA. Maggie’s research interests and publications mainly include cross-cultural communication, social media, and public relations. She also conducts strategic communication training for a wide range of organizations.

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