The Chinese Consumer’s Sense of Identity vis-à-vis Brand Communication

In China, whenever there is a felt dissonance between the Self and the external world (e.g., disagreement with authorities or media), the external mask solidifies to play along. Having said that, Chinese citizen do seek to balance personal, cultural, and national narrative & identity layers (and more so than Westerners): to reduce unnecessary friction that may impact relationships, the feeling of security, and indeed one’s Sense of Identity.