Imagined Brands in Global Brand Culture:

Cayla and Arnould (2008) indicate that global brand mythologies depend on targeting global cultural myths. This paper explores how the Beijing 2008 Olympics facilitated the growth of China’s historical culture as a resource for global branding by focusing on the elaborate, phenomenally costly, and theatrical Beijing Olympics opening ceremony. Interviews with both Chinese and UK consumers and managers as well as media coverage show how opposing viewpoints dominate global audiences’ responses towards the Beijing Olympic opening ceremony. We present a hybrid perspective on a Chinese production to shed light on how cultural events contribute to global branding processes.


Wu Zhiyan, Borgerson Janet L, and Schroeder Jonathan E. (2011) ,"Imagined Brands in Global Brand Culture:", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 614-615.


Wu Zhiyan, University of Exeter, UK
Borgerson Janet L, University of Exeter, UK
Schroeder Jonathan E. , University of Exeter, UK


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities

Richard Kedzior, Bucknell University

Read More


A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility

Justin Graeber, University of Texas at Austin, USA

Read More


C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices

Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.