Zhiyan Wu is a native of China, has worked in the Chinese garment manufacturing sector and was a marketing supervisor at CUIPPC, an intellectual property firm in Beijing. She has a B.A. in English from Beijing Foreign Studies University, an MSc in International Management and a PhD in Management from the University of Exeter, where she was awarded a Jonathan Young scholarship and an Award for Excellence. She is currently teaching at the School of Business, Shanghai Institute of Foreign Trade, China. Janey Borgerson has held faculty positions at Stockholm University, Sweden and the University of Exeter Business School, UK. She is currently teaching at Saunders College of Business, Rochester Institute of Technology, New York. She has served as Malmsten Visiting Professor in the Center for Consumer Science at Gothenburg University, Sweden, research Fellow at the University of Auckland, New Zealand and Visiting Fellow at the Royal Institute of Technology in Stockholm. She received her B.A. in Philosophy from the University of Michigan, Ann Arbor and M.A. and Ph.D. in Philosophy from the University of Wisconsin, Madison. Her publications include articles in Advances in Consumer Research, Business Ethics, Consumption, Markets and Culture, Culture and Organization, European Journal of Marketing, Gender, Work and Organization, Journal of Knowledge Management, Journal of Marketing Management, Journal of Philosophical Research, Philosophy Today and Sociological Review. Jonathan Schroeder is the William A. Kern Professor at Rochester Institute of Technology in New York, USA. He has held visiting appointments at Wesleyan University Center for Humanities, Gothenburg University, Sweden, University of Auckland, New Zealand, Bocconi University in Milan, Indian School of Business, Hyderabad and Stockholm University. He has published widely on branding, communication, consumer research and identity and is the author of two books and many journal articles and conference papers. He is the editor in chief of the interdisciplinary journal, Consumption, Markets and Culture and serves on the editorial boards of the journals Advertising and Society Review, Critical Studies in Fashion and Beauty, European Journal of Marketing, Innovative Marketing, International Journal of Indian Culture and Business Management, Journal of Business Research, Journal of Consumer Research, Journal of Historical Research in Marketing, Journal of Macromarketing, Marketing Theory and Visual Methodologies.