Contradictory ideas about China as a country and a state are being marketed to the public by promoting nationalism and transnationalism regarding multinational businesses. Thus, using a case study approach with Multinational Retail Companies in China, this research aims to examine the effect of nationalism on brand allegiance among Chinese customers. This phenomenon has been regarded as a metaphor for China’s uncertainty and fear of its cultural heritage and global capitalism. On the one hand, Chinese commercials peddle pride by highlighting the country’s rich past, current events, and illustrious dynasties. Conversely, Chinese commercials use Western icons and ideals to glamorize their wares. As part of their effort to integrate “Chineseness” with global capitalism, Chinese marketers also peddle a form of nationalism that combines elements of both transnationalism and the traditional nationalist ideology. Nationalism and transnationalism emerge as competing conceptual frameworks for understanding China in an industrialized world characterized by unequal relationships of power between both China and the West. This study shows that the business strategies, ownership structures, years in China, and capital expenditures of U.S. MNCs in China all vary significantly because of trademark royalties. This, in turn, affects how businesses evaluate political risk and decide among available responses to the trade dispute. The research in this paper shows that economic nationalism has a negative impact on the operation of multinational retail enterprises in China. This paper analyzes the factors and ways of influence through case studies. On the one hand, it helps multinational companies to provide suggestions for better localization strategies in China, and on the other hand, it can provide a reference for Chinese enterprises to go global.
Antony, J., Gijo, E. V., Kumar, V., & Ghadge, A. (2016). A Multiple Case Study Analysis of Six Sigma Practices in Indian Manufacturing Companies. International Journal of Quality and Reliability Management, 33, 1138-1149. https://doi.org/10.1108/IJQRM-10-2014-0157
Bae, J. T., Kim, B. Y., & Oh, S. H. (2019). The Effects of the Brand Value of Oriental Medicine Cosmetics on Purchase Intention. Journal of Asian Finance, Economics and Business, 6, 105-117. https://doi.org/10.13106/jafeb.2019.vol6.no2.105
Balabanis, G., Stathopoulou, A., & Qiao, J. (2019). Favouritism toward Foreign and Domestic Brands: A Comparison of Different Theoretical Explanations. Journal of International Marketing, 27, 38-55. https://doi.org/10.1177/1069031X19837945
Benguria, F. (2019). The Negative Impact of the U.S.-China Trade War on Chinese Firms. SSRN Electronic Journal.
Benguria, F., Choi, J., Swenson, D. L., & Xu, M. (2022). Anxiety or Pain? The Impact of Tariffs and Uncertainty on Chinese Firms in the Trade War. Journal of International Economics, 137, Article ID: 103608. https://doi.org/10.1016/j.jinteco.2022.103608
Bernstein, A., Merrilees, J., Dulaney, S., Harrison, K. L., Chiong, W., Ong, P., Heunis, J., Choi, J., Walker, R., Feuer, J. E., Lee, K., Dohan, D., Bonasera, S. J., Miller, B. L., & Possin, K. L. (2020). Using Care Navigation to Address Caregiver Burden in Dementia: A Qualitative Case Study Analysis. Alzheimer’s and Dementia, 6, e12010. https://doi.org/10.1002/trc2.12010
Chen, A. W., Chen, J., & Dondeti, V. R. (2020). The US-China Trade War: The Dominance of Trade or Technology. Applied Economics Letters, 27, 904-909. https://doi.org/10.1080/13504851.2019.1646860
Chi, T. (2018). Understanding Chinese Consumer Adoption of Apparel Mobile Commerce: An Extended TAM Approach. Journal of Retailing and Consumer Services, 44, 274-284. https://doi.org/10.1016/j.jretconser.2018.07.019
Crunchbase (2022). Twin City Fan Companies—Crunchbase Company Profile & Funding. https://www.crunchbase.com/organization/twin-city-fan-companies
Cui, Y. (2019). The Presentation of Brand Personality in English-Chinese Brand Name Translation. International Journal of Market Research, 61, 33-49. https://doi.org/10.1177/1470785318775358
Dennis, M. J. (2020). Consider the Potential Impact on Enrollment of the U.S.-Chinese Trade War. Enrollment Management Report, 23, 1-3. https://doi.org/10.1002/emt.30608
Di Mauro, C., Fratocchi, L., Orzes, G., & Sartor, M. (2018). Offshoring and Back Shoring: A Multiple Case Study Analysis. Journal of Purchasing and Supply Management, 24, 108-134. https://doi.org/10.1016/j.pursup.2017.07.003
Eaton, L. K. (2021). Oscar Eckerman: Architect to Deere & Company, 1897-1942. RACAR: Revue d’Art Canadienne, 3, 89-99. https://doi.org/10.7202/1077295ar
GlobalData (2022). Abbott Laboratories Company Profile—Overview. https://www.globaldata.com/company-profile/abbott-laboratories
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behaviour. Journal of Business Research, 69, 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Han, Z., Hu, Y., Tian, Q., Cao, Y., Si, A., Si, Z., Zang, Y., Xu, C., Shen, W., Dai, F., Liu, X., Fang, L., Chen, H., & Zhang, T. (2020). Genomic Signatures and Candidate Genes of Lint Yield and Fibre Quality Improvement in Upland Cotton in Xinjiang. Plant Biotechnology Journal, 18, 2002-2014. https://doi.org/10.1111/pbi.13356
Jiao, Y., Liu, Z., Tian, Z., & Wang, X. (2021). The Impacts of the U.S. Trade War on Chinese Exporters. SSRN Electronic Journal.
Khalid, T. A. (2021). China’s Exceptional Textile Industry: Xinjiang Cotton, Development Status and Recent Situation. Center for Global & Strategic Studies (CGSS).
Lang, K., & Li, A. X. (2022). Disapproval Rating, VIX Index, COVID-19 Cases and Trump’s Tweeting against China. Applied Economics Letters, 29, 1306-1312. https://doi.org/10.1080/13504851.2021.1927956
Lei, S., & Chu, L. (2015). The Mediating Role of Consumer Satisfaction in the Relationship between Brand Equity and Brand Loyalty Based on the PLS-SEM Model. International Business Research, 8, 62-70. https://doi.org/10.5539/ibr.v8n2p62
Li, N., Lin, H., Wang, T., Li, Y., Liu, Y., Chen, X., & Hu, X. (2020). Impact of Climate Change on Cotton Growth and Yields in Xinjiang, China. Field Crops Research, 247, 378-429. https://doi.org/10.1016/j.fcr.2019.107590
Lin, J. (Catherine), Zhou, Z., & Leckie, C. (2021). Green Brand Communication, Brand Prominence and Self-Brand Connection. Journal of Product and Brand Management, 30, 1148-1161. https://doi.org/10.1108/JPBM-04-2020-2874
Lin, J., Lobo, A., & Leckie, C. (2017). The Role of Benefits and Transparency in Shaping Consumers’ Green Perceived Value, Self-Brand Connection and Brand Loyalty. Journal of Retailing and Consumer Services, 35, 133-141. https://doi.org/10.1016/j.jretconser.2016.12.011
Lin, J., Lobo, A., & Leckie, C. (2019). The Influence of Green Brand Innovativeness and Value Perception on Brand Loyalty: The Moderating Role of Green Knowledge. Journal of Strategic Marketing, 27, 81-95. https://doi.org/10.1080/0965254X.2017.1384044
Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2020). How CSR Influences Customer Behavioural Loyalty in the Chinese Hotel Industry. Asia Pacific Journal of Marketing and Logistics, 32, 1-22. https://doi.org/10.1108/APJML-04-2018-0160
Luo, J., Dey, B. L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y., & Yen, D. A. (2020). Millennial Chinese Consumers’ Perceived Destination Brand Value. Journal of Business Research, 116, 655-665. https://doi.org/10.1016/j.jbusres.2018.06.015
Ma, D., Zhao, K., Azanbieke, S., Yuan, F., Kadeerbieke, N., Sheng, J., & Zhang, K. (2020). Effects of Phosphate Fertilizer Types and Application Methods on Phosphorus Utilization and Cotton Yield in Xinjiang Cotton Field. Agricultural Research in the Arid Areas, 38, 86-92.
Muhammad, A., & Jones, K. G. (2021). The End of the Trade War? Effects of Tariff Exclusions on U.S. Forest Products in China. Forest Policy and Economics, 122, Article ID: 102350. https://doi.org/10.1016/j.forpol.2020.102350
Murdock, R. H., & Trieu, V. (2014). IG-001 in the Treatment of Lung Cancer: Results of a Post-Marketing Surveillance Study. Annals of Oncology, 25, iv426-iv470. https://doi.org/10.1093/annonc/mdu349.102
Rao, Q., & Ko, E. (2021). Impulsive Purchasing and Luxury Brand Loyalty in WeChat Mini Program. Asia Pacific Journal of Marketing and Logistics, 33, 2054-2071. https://doi.org/10.1108/APJML-08-2020-0621
Siantz, E., Henwood, B., & Gilmer, T. (2017). Peer Support in Full-Service Partnerships: A Multiple Case Study Analysis. Community Mental Health Journal, 53, 542-549. https://doi.org/10.1007/s10597-017-0106-y
Tong, X., & Hawley, J. M. (2009). Measuring Customer-Based Brand Equity: Empirical Evidence from the Sportswear Market in China. Journal of Product and Brand Management, 18, 262-271. https://doi.org/10.1108/10610420910972783
Trimble, C. (2008). Continuous Process Improvement at Deere & Company. Leadership, No. 2.
Uncles, M. D., Wang, C. R., & Kwok, S. (2010). A Temporal Analysis of Behavioural Brand Loyalty among Urban Chinese Consumers. Journal of Marketing Management, 26, 921-942. https://doi.org/10.1080/02672570903441454
Wang, X., & Yang, Z. (2008), A Meta-Analysis of Effect Sizes in International Marketing Experiments. International Marketing Review, 25, 276-291. https://doi.org/10.1108/02651330810877216
Won-Moo, H., Kang, S., & Kim, M. (2015). The Moderating Role of Hofstede’s Cultural Dimensions in the Customer-Brand Relationship in China and India. Cross Cultural Management, 22, 487-508. https://doi.org/10.1108/CCM-10-2013-0150
Wu, Y. (2021). A Fantasy Theme Analysis of Chinese Rhetorical Vision on Xinjiang Cotton Incident. Scientific and Social Research, 3, 50-54. https://doi.org/10.36922/ssr.v3i3.1146
Xu, Y., Wen, D., Zhou, J., Fan, X., & Liu, Y. (2021). Identification Method of Cotton Seedlings and Weeds in Xinjiang Based on Faster R-CNN. Journal of Drainage and Irrigation Machinery Engineering, 39, 602-607.
Yu, Z., Klongthong, W., Thavorn, J., & Ngamkroeckjoti, C. (2021). Understanding Rural Chinese Consumers’ Behaviour: A Stimulus-Organism-Response (S-O-R) Perspective on Huawei’s Brand Loyalty in China. Cogent Business and Management, 8, Article ID: 1880679. https://doi.org/10.1080/23311975.2021.1880679
Yunes, T. H., Napolitano, D., Scheller-Wolf, A., & Tayur, S. (2007). Building Efficient Product Portfolios at John Deere and Company. Operations Research, 55, 615-629. https://doi.org/10.1287/opre.1070.0405
Zhou, Z., & Cai, Y. (2021). Research on the Mechanism of Consumers’ Purchase Intention under the Xinjiang Cotton Incident. Frontiers in Business, Economics and Management, 2, 30-34. https://doi.org/10.54097/fbem.v2i1.155