Consumer Nationalism in China

Consumer Nationalism in China

Examining its Critical Impact on Multinational Businesses

By Maggie Ying Jiang

China in the 21st Century

This book will be the first book that systematically analyzes 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.

Hardback, 250 Pages

ISBN:9781839982859

December 2022

£80.00, $125.00

  • About This Book
  • Reviews
  • Author Information
  • Series
  • Table of Contents
  • Links
  • Podcasts

About This Book

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 analyzes 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 has 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.

The book argues that interest in buying and personal pleasure is the most common feature of Chinese modern life. It provides a historical context for Chinese consumers’ nationalism and characteristics of each wave. It answers questions of how Chinese nationalism has changed in recent years and what consequences would the emerged new wave lead to. It looks at the different type of consumer nationalistic actions in China and their

consequences with cases. It argues that China’s emergence as the world’s number two economy carries

political implications that complicate the ambitions of multinational businesses. It discusses some major consumer nationalistic actions in China in the past five years, and proposes a number of pragmatic strategies that could have been taken by some companies in terms of reputation management. The book concludes that the rise of nationalism and governments that interfere in markets pose a threat to the global economic system.

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Author Information

Maggie Ying Jiang currently holds a joint position as the Director at UWA Confucius Institute and an academic in the Business School. 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.

Series

China in the 21st Century

Table of Contents

1. Introduction; 2. Consumerism and Modern China; 3. Nationalism and the Great Rejuvenation of the Chinese Nation; 4. Typology Study of Chinese Consumer Nationalism; 5. Growing Risk for Multinational Businesses; 6. Managing Risks; 7. Conclusion.

Links

No Podcasts for this title.

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