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STRATEGIC FOOD MARKETING AND PUBLIC RELATIONS
BY AMERICAN FAST-FOOD RETAILERS IN CHINA:
IMPLICATIONS ON CHINA’S OBESITY CRISIS
by
Julie Marie Sugishita
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
August 2011
Copyright 2011 Julie Marie Sugishita
Object Description
| Title | Strategic food marketing and public relations by American fast-food retailers in China: implications on China's obesity crisis |
| Author | Sugishita, Julie Marie |
| Author email | julie.sugi@gmail.com;julie.sugi@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-07-29 |
| Date submitted | 2011-07-29 |
| Date approved | 2011-07-29 |
| Restricted until | 2011-07-29 |
| Date published | 2011-07-29 |
| Advisor (committee chair) | Floto, Jennifer D. |
| Advisor (committee member) |
Lynch, Brenda Tenderich, Burghardt |
| Abstract | Counterbalancing the huge economic gains in recent years, scholars indicate that China is in the midst of a looming healthcare crisis caused largely by obesity (Chen, 2008; French & Crabbe, 2010; Ji & Cheng, 2008; Levine, 2007; Popkin, 2008; Wu, 2006). A problem primarily in industrialized nations and often epitomized by heavyweight America, health and nutrition scientists (Jeffery, Baxter, McGuire & Linde, 2006; Prentice & Jebb, 2003; Rosenheck, 2008) have linked the obesity crisis with increased consumption of U.S. fast foods. With 33.2 billion fast-food transactions recorded in 2006 (French & Crabbe, 2010), and with a new Kentucky Fried Chicken (KFC) franchise opening its doors in China every 18 hours as of March 2011 (Hatton, 2011), Chinese residents are eating fattening, energy-dense foods with increasing ease and intensity. Among those most affected, children are prime targets of the fast food industry and literature shows a link between fast food marketing practices and childhood obesity. ❧ In contextualizing the obesity crisis, this study explores the effects of food marketing and public relations by American fast food retailers in promoting products to key Chinese publics, including consumers and the government. A literature review examines the relationship between obesity, fast food and China. A second body of literature surveys Chinese public relations from a historical, political and socio-cultural lens, and incorporates case study analysis on KFC. In addition, a quantitative study was designed to ascertain perceptions of 44 Chinese undergraduate and graduate students attending American universities regarding the influence and practices of U.S. fast food companies in China. Finally, survey findings inform a proposal for food marketing and public relations best practices in China. |
| Keyword | fast food; China; obesity; marketing; public relations; advertising; integrated marketing communication; policy |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Contributing entity | University of Southern California |
| Rights | Sugishita, Julie Marie |
| Physical access | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@lib.usc.edu |
| Archival file | uscthesesreloadpub_Volume71/etd-SugishitaJ-203.pdf |
Description
| Title | Page 1 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | STRATEGIC FOOD MARKETING AND PUBLIC RELATIONS BY AMERICAN FAST-FOOD RETAILERS IN CHINA: IMPLICATIONS ON CHINA’S OBESITY CRISIS by Julie Marie Sugishita A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) August 2011 Copyright 2011 Julie Marie Sugishita |
