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Author Dong, Chunlian
Title Magical transformations of the self through the consumption of foreign brands: The identity aspirations and conflicts of Chinese consumers in a global market
book jacket
Descript 91 p
Note Source: Dissertation Abstracts International, Volume: 65-12, Section: A, page: 4642
Director: Kelly Tian
Thesis (Ph.D.)--University of Kentucky, 2005
The present study contributes to theory elaborating the magical transformative power of consuming foreign goods by identifying types of imagined transformations and illuminating the feared "dark side" of these. A multi-method, multi-site investigation of the meanings that "foreign brands" hold for Chinese consumers is reported. Beyond demonstrating that "foreign brands" is a meaningful consumption category among Chinese consumers, the findings suggest identity-related paradoxes of pursuing magical transformations through foreign brand consumption. These paradoxes are interpreted as emerging from conflicts between cultural ideologies tied to dual discourses of China Occidentalism: the official Occidentalism of the government that promotes the Western other as oppressor, and the anti-official Occidentalism that uses Western culture as a metaphor for liberation from domestic domination
School code: 0102
Host Item Dissertation Abstracts International 65-12A
Subject Business Administration, Marketing
Alt Author University of Kentucky
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