Fashion Systems and Symbolic Production from Historical Chinese Culture: Creating and Managing Global Chinese Brands
ADVANCES IN CONSUMER RESEARCH, Vol. 37, Margaret C. Campbell, Jeff Inman, Rik Pieters, eds., Association for Consumer Research, 2010
8 Pages Posted: 4 Apr 2011
Date Written: March 31, 2011
Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a well-known Chinese music artist); the Beijing Olympics opening ceremony; and Shanghai Tang (a global fashion brand). The studies reveal strategic processes and mechanisms involved in the creation of a series of texts and codes from Chinese cultural resources. The theoretical and practical significance of studying historical culture, fashion systems and integrating current branding theories in a more holistic manner contributes a new approach to apparent contradictions that clearly must be dealt with simultaneously.
Keywords: Brands, Branding, Consumer Culture, Fashion, Fashion Systems, China, Olympics
JEL Classification: M30, M31, M37, Z10
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