Discussions/Implications
 Prior studies show that young Chinese consumers (Little Emperors, me generation) have a complex and contradictory attitude toward global brands such as KFC and Starbucks in China (e.g. Yan, 1997; Venkatraman and Nelson, 2008) .  In 2013-14, around 90,000 Chinese students in the UK universities (UKCISA, 2015) .  To investigate the relationship between brand consistency and brand meanings across national boundaries.  Will brand meanings travel abroad with consumers and change over time?  There is a paucity of research on changes in consumption patterns over time and Chinese consumers visiting or sojourning in a foreign country (Chung et al., 2009  Continuous interaction between the data and the theoretical framework was privileged.
Methods (III)
Profile of Respondents * pseudo names are used.
Methods (III)
 Global Brands in China: 3 different meanings
Findings (I)

Key Themes Sample Quotes from Respondents
A cool and trendy social consumption experience "On Saturday I used to go to KFC or Pizza Hut with my friends. It was like having a break after few hours of shopping. I like it because it is very informal and relaxing".
Escaping local tradition
"Well, if I go out with my parents we go for a more formal meal. Usually a Chinese meal…A Chinese meal requires a lot of etiquette. You need to wait for the food, you need to eat slowly and share your food with others waiting your turn to serve yourself. It is a very polite way of eating, but sometimes you want something more relaxing. Connecting with the global youth consumer culture "The only meal I can share with my boyfriend is a pizza at Pizza Hut! It is honestly the only thing we can have without having an argument. The only thing that make both of us happy is a pizza"

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