...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...

... continuing, further clarification about “coupling” is required, given that this notion is key for the point I would like to make. A discipline exists not when it is practiced, but as soon as it takes the form of a social movement and becomes institutionalized, as soon as it receives a name which...