Purpose: Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912–1949), product hybridization – defined as a process or strategy that generates symbols, designs, behaviors and cultural identities that...

Purpose: The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources. Design/methodology/approach: A bibliographic review is used to...

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 assisted by meaning...