strike by Chinese railroad worker in 1867 in the construction of the Transcontinental Railroad, where Chinese workers protested peacefully and negotiated for an outcome in a way that demonstrated face-saving behavior. Marketing According to Hu, mianzi stands for "the kind of prestige that is emphasized...a reputation achieved through getting on in life, through success and ostentation", while face is "the respect of a group for a man with a good moral reputation: the man who will fulfill his obligations regardless of the hardships involved, who under all circumstances shows himself a decent human being". The concept seems to relate to two different meanings, from one side Chinese consumers try to increase or maintain their reputation () in front of socially and culturally significant others (e.g. friends); on the other hand, they try to defend or save face. is not only important to improve the consumer's reputation in front of significant others, but rather it is also associated with feelings of dignity, honor, and pride. In consumer behaviour literature, has been used to explain Chinese consumer purchasing behaviour and brand choice and considered it as a quality owned by some brands. Some consumers tend to favour some brands (and their products and services) because of their capacity to enable them to gain , which does not mean simply increase their reputation but also to show achievements and communicate these achievements to others in order to be more accepted in social circles, especially upper class circles. Chinese consumers tend to believe that if they buy some brands it is easier to be accepted in the social circles of powerful and wealthy people. Connections are particularly important in Chinese culture as people use social connections to achieve their goals. However, has also an emotional facet. Consumers feel proud, special, honoured, even more valuable as individuals if they can afford to buy brands that can enhance their . Therefore, some branded products and services, especially those that require conspicuous consumption (e.g. smartphones, bags, shoes), are chosen because they foster feelings of pride and vanity in the owner. A brand that enables an individual to achieve such goals in life, in branding literature, it is labelled as 'brand ', which is the capacity of a brand to provide emotions and self-enhancement to its owner. Scholars have proved that brand affects consumer purchase intentions and brand equity. In summary, is a cultural concept that relates to