Consumer Culture in Transition: Aesthetic Consumption in China's New Middle Class (Routledge Studies in Marketing) - Hardcover

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Liu, Xi ; Liu, Guilin ; Xu, Gaoxiang

9781032594347: Consumer Culture in Transition: Aesthetic Consumption in China's New Middle Class (Routledge Studies in Marketing)

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ISBN 10: 1032594349 ISBN 13: 9781032594347

Verlag: Routledge, 2025

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This book offers case studies on the emergence of aesthetic consumption in China, that is, daily consumption in which aesthetic and spiritual benefits play a dominant role in consumers' decision-making.

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�ber die Autorin bzw. den Autor

Xi Liu is an associate professor in marketing at the School of Economics and Management, Tsinghua University. She teaches MBA-level courses in marketing and doctoral-level courses in qualitative research methods. Her recent research interests include trends in consumer culture and the consumption of aesthetics and arts.

Guilin Liu is a postdoctoral fellow and assistant researcher in marketing at the School of Economics and Management, Tsinghua University. Her research interests include consumer culture, sustainable consumption, and AI-driven marketing.

Gaoxiang Xu is an assistant professor of marketing at the School of Management, Shanghai University of International Business and Economics (SUIBE). He teaches graduate and undergraduate courses in marketing, entrepreneurship, and research methodology. His current research focuses on consumer culture theory and the application of emerging technologies in marketing.

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Verlag: Routledge
Erscheinungsdatum: 2025
Sprache: Englisch
ISBN 10: 1032594349
ISBN 13: 9781032594347
Einband: Gebundene Ausgabe
Anzahl der Seiten: 184
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Consumer Culture in Transition (Hardcover)

Xi Liu

Verlag: Taylor & Francis Ltd, London, 2025

ISBN 10: 1032594349 ISBN 13: 9781032594347

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Hardcover. Zustand: new. Hardcover. This book offers case studies on the emergence of aesthetic consumption in China, that is, daily consumption in which aesthetic and spiritual benefits play a dominant role in consumers decision-making.The book opens by discussing the rapid economic and cultural development of China, as well as the influence of social media in expressing consumer cultural capital. It then discusses how the countrys new middle class, in particular high-income urban residents, are shifting away from conspicuous consumption towards aesthetic consumption. The book then dives into three case studies of aesthetic consumptioninterior design, wine, and guqin playingto examine how brands and companies drive consumption by purposely shaping and increasing the target segments aesthetic sensibilities. The authors pose three key research questions: (1) How do brands lead consumers to acquire aesthetic tastes, which is crucial for the adoption of products positioned on aesthetics? (2) How do brands and customers co-create aesthetic and spiritual values? (3) How do brands maintain and enhance customer relationships even as tastes and preferences upgrade? The book then closes by developing theoretical contributions and managerial implications for brands seeking to target these customer segments.This book will be of interest to researchers in the fields of marketing, brand management, consumer culture, and China studies. This book offers case studies on the emergence of aesthetic consumption in China, that is, daily consumption in which aesthetic and spiritual benefits play a dominant role in consumers decision-making. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Bestandsnummer des Verk�ufers 9781032594347

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Consumer Culture in Transition

Liu, Xi; Liu, Guilin; Xu, Gaoxiang

Verlag: Routledge, 2025

ISBN 10: 1032594349 ISBN 13: 9781032594347

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Zustand: Brand New. New. US edition. Print on demand title. Delivery takes 20-25 days. Excellent Customer Service. Bestandsnummer des Verk�ufers POD-566963

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Consumer Culture in Transition : Aesthetic Consumption in China's New Middle Class

Liu, XI; Liu, Guilin; Xu, Gaoxiang

Verlag: Routledge, 2025

ISBN 10: 1032594349 ISBN 13: 9781032594347

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Zustand: As New. Unread book in perfect condition. Bestandsnummer des Verk�ufers 50939478

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Consumer Culture in Transition (Hardcover)

Xi Liu

Verlag: Taylor & Francis Ltd, London, 2025

ISBN 10: 1032594349 ISBN 13: 9781032594347

Neu Hardcover

Print-on-Demand

Anbieter: CitiRetail, Stevenage, Vereinigtes K�nigreich

Verk�uferbewertung 5 von 5 Sternen

Hardcover. Zustand: new. Hardcover. This book offers case studies on the emergence of aesthetic consumption in China, that is, daily consumption in which aesthetic and spiritual benefits play a dominant role in consumers decision-making.The book opens by discussing the rapid economic and cultural development of China, as well as the influence of social media in expressing consumer cultural capital. It then discusses how the countrys new middle class, in particular high-income urban residents, are shifting away from conspicuous consumption towards aesthetic consumption. The book then dives into three case studies of aesthetic consumptioninterior design, wine, and guqin playingto examine how brands and companies drive consumption by purposely shaping and increasing the target segments aesthetic sensibilities. The authors pose three key research questions: (1) How do brands lead consumers to acquire aesthetic tastes, which is crucial for the adoption of products positioned on aesthetics? (2) How do brands and customers co-create aesthetic and spiritual values? (3) How do brands maintain and enhance customer relationships even as tastes and preferences upgrade? The book then closes by developing theoretical contributions and managerial implications for brands seeking to target these customer segments.This book will be of interest to researchers in the fields of marketing, brand management, consumer culture, and China studies. This book offers case studies on the emergence of aesthetic consumption in China, that is, daily consumption in which aesthetic and spiritual benefits play a dominant role in consumers decision-making. This item is printed on demand. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Bestandsnummer des Verk�ufers 9781032594347

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