interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are … brands in ways that render them useful in asserting preferred visions of the future China. By highlighting how Western brands … are used in contests for national identity, Consumer-Citizens of China challenges the notion of the "patrio's paradox" and …

Despite its position as the ‘world's largest Original Equipment Manufacturer (OEM)', the presence of China's brands is …