Chinese Grassroots Nationalism and Its Impact on Foreign Brands

A complex phenomenon, nationalism has surged worldwide in recent years and presents a serious challenge to international marketers. This article examines the impact of Chinese grassroots nationalism on foreign brands on four fronts, that is, the political, cultural, economic, and consumer rights. It argues that the four fronts are interlinked and involve the participation of not only the consumer but also the government, the media, and local companies. Thus, the effects of nationalism on foreign brands are largely mediated by these agents and manifest the most in the arena of public policy making.