Chinese Consumer Culture and Brand Culture

This roundtable brings together researchers interested in Chinese brand culture to discuss recent development, research methodology and interdisciplinary insights into how brands, consumers and culture interplay in the Chinese context. Key issues that advance this discussion include 1) debates over the conceptual and ideological issues of Chinese brand management and research into global brand culture, 2), how brand culture is evolving in Chinese transition economy, 2) theoretical issues that emerge from the interdisciplinary perspective of brands in Chinese context, 3) intense interest in Chinese brands and consumer culture from historical and geographical perspectives.


Xin Zhao and Zhiyan Wu (2011) ,"Chinese Consumer Culture and Brand Culture", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 41-42.


Xin Zhao, The University of Hawaii,USA
Zhiyan Wu, The University of Exeter, England


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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