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Mapping the Real and the False: Globalization and the Brand in Contemporary China

Consumer Culture Theory

ISBN: 978-1-78441-158-9, eISBN: 978-1-78441-157-2

ISSN: 0885-2111

Publication date: 22 November 2014

Abstract

Originality/value

By explaining how new calculations of value are being produced under glocalized regimes of manufacture and distribution, this research makes an important contribution to our understandings of brands and their limits.

Keywords

Citation

Kuever, E. (2014), "Mapping the Real and the False: Globalization and the Brand in Contemporary China", Consumer Culture Theory (Research in Consumer Behavior, Vol. 16), Emerald Group Publishing Limited, Bingley, pp. 173-189. https://doi.org/10.1108/S0885-211120140000016009

Publisher

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Emerald Group Publishing Limited

Copyright © 2014 Emerald Group Publishing Limited