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

See all articles by ZhiYan Wu

ZhiYan Wu

Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management

Janet L. Borgerson

DePaul University

Jonathan E. Schroeder

Rochester Institute of Technology

Date Written: March 31, 2011

Abstract

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

Suggested Citation

Wu, Maggie and Borgerson, Janet L. and Schroeder, Jonathan E., Fashion Systems and Symbolic Production from Historical Chinese Culture: Creating and Managing Global Chinese Brands (March 31, 2011). ADVANCES IN CONSUMER RESEARCH, Vol. 37, Margaret C. Campbell, Jeff Inman, Rik Pieters, eds., Association for Consumer Research, 2010 , Available at SSRN: https://ssrn.com/abstract=1800342 or http://dx.doi.org/10.2139/ssrn.1800342

Maggie Wu

Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management ( email )

No. 1900, Wenxiang Road
Shanghai, 201620
China

Janet L. Borgerson

DePaul University ( email )

Institute for Business and Professional Ethics
Chicago, USA
United States
5857293075 (Phone)

Jonathan E. Schroeder (Contact Author)

Rochester Institute of Technology ( email )

92 Lomb Memorial Drive
Eastman Building, Room 3006
Rochester, NY 14623
United States
5854752703 (Phone)

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