...Tony Yan; Michael R. Hyman Purpose The purpose of this study is to explore how nationalistic appeals may affect consumers’ perception and purchasing of targeted brands. Qualitative historical data from old China (1900–1949) reveal that social movement groups can adopt nationalistic appeals...

...Zhihong Gao Purpose This paper aims to examine how the official discourse of frugality evolved in China between 1979 and 2015. Design/methodology/approach The study uses historical and textual analysis. It divides the Chinese official discourse on frugality between 1979 and 2015 into four...

... remain unanswered. Originality/value This study contributes to international business and marketing history by documenting a thousand years of trade among China, mainland and insular Southeast Asia, and a long-standing cultural exchange facilitated by seaborne commerce. It also shares a marketing...

...Zhihong Gao; Susan O’Sullivan-Gavin Purpose – Given the unique cultural-political context of China, this paper aims to investigate two research questions: What has been the development trajectory of policy-making on consumer privacy protection in China, and what factors have shaped its...