Consumer Nationalism in China: Examining Its Critical Impact on Multinational Businesses - Hardcover

by Maggie Ying Jiang (Author)

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.

Author Biography

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.