Consumer Nationalism in China

“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  The book takes a divergent approach in handling its subjects. It presents a detailed analysis of challenges and repercussions that multinational corporations encounter within the Chinese marketplace, underscoring the imperative for these entities to close the knowledge gap and thereby mitigating operational perils. - The Journal of International Communication