In this study, we focus on four cities, Beijing, Shanghai, Xi’an and Chengdu. They are among the largest cities located in different areas of China (i.e., north, east, south, and west). They are often regarded as the key cities for market research in China and used frequently in studies of Chinese urban consumers (Cui & Liu, 2001). Beijing and Shanghai represent the firsttier cities and are the prime markets for both foreign and domestic brands while Xi’an and Chengdu belong to the emerging markets in the second-tier cities. In addition, Beijing and Xi’an are from the northern area of China while Shanghai and Chengdu represent cities in the southern part of the country.