The political symbolism of business : Exploring consumer nationalism and its implications for corporate reputation management in China

Purpose – This paper aims to illustrate the concept of “consumer nationalism” and its implications for corporate reputation management in China. Design/methodology/approach – The paper discusses three incidents involving companies from different countries of origin as cases in point to explore Chinese consumers' infusion of national identity into the public discourse concerning multinational businesses in the Chinese market. Findings – It is demonstrated that the emotional power of nationalism is a critical component of the political marketplace in contemporary China and at times becomes central to Chinese consumers' relationship with global brands. Consumer nationalism controversies put the involved companies and brands in the spotlight of confrontation with local citizenry. The salience of consumer national advocacy underscores the tensions and contradictions in China's encounter with globalization. Research limitations/implications – Conceptually, this paper presents evidence for the necessity to take into account nationalism in understanding contemporary Chinese consumer behavior. Practical implications – The paper discusses lessons learned through the cases and make three general recommendations on communication strategies for managing consumer nationalism in the Chinese market. Originality/value of paper – The paper locates the conceptual home for the social phenomenon of national advocacy in the process of consumption and its implications for corporate reputation management.