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Keywords: Brand prominence preference
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Journal Articles
Drivers and dynamics of brand prominence preferences among the Chinese little emperors residing in the US
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Journal of Fashion Marketing and Management: An International Journal (2020) 24 (1): 66–82.
Published: 16 March 2020
... the Chinese LE generation residing in the US Perceived conspicuous and social values of luxury consumption were the primary drivers of this group's brand prominence preference for luxury fashion bags. However, perceived unique value of luxury consumption did not necessarily lead these consumers to prefer...
