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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 have 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 enhance focus and strategic planning in communication operations when dealing with the world’s second-largest economy.
Maggie Ying Jiang is currently a tenured Associate Professor in the School of Social Sciences at UWA. 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.
Acknowledgments; 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 (Consumer Nationalism Resilience Scale); 7. Conclusion; Appendix; Bibliography; Index