Shows how child‐centred marketing in China has gradually developed, using an example the traditional hero figure Wukong … as cool in China: this is a mix of western and traditional Chinese values, with sporting ability and competence scoring …

and other activities, and attention to advertising among rural children in mainland China. Design/methodology/approach – A … strategies to disseminate product information to rural children in China.  …

's endorsement of materialistic values in China. As the Chinese culture is said to be collective, it is expected that social …

Purpose – This study seeks to quantify how children in urban China perceive someone described as owning many or few … children in China in a culturally sensitive manner.  …

cities in coastal China) answered a self‐administered questionnaire. Findings – Money attitudes were found to significantly …. Research limitations/implications – The data were collected in two major cities in the coastal region of China. Given the … differences between coastal and inland China, caution must be taken when generalizing the research results to young consumers from …

focus on young adults in urban China, specifically young professional women. Design/methodology/approach – The subject was … practical recommendations for various aspects of marketing and advertising cosmetic products in China, thus allowing …

/methodology/approach – University students from the People's Republic of China (PRC) in New Zealand were surveyed with an instrument based on Schwartz …

perceived affluence in society and the materialistic value orientations among adolescents in urban and rural China. Design …. Originality/value – The paper is a pioneer work on the study of consumption values of adolescents in urban and rural China.  …