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Keywords: Masstige brands
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2020) 24 (1): 83–98.
Published: 17 March 2020
... a cultural sign in the Chinese market projected to grow into an over 90 billion USD business by 2025. Therefore, an insightful understanding of the masstige market of China is a must for any Western masstige brand to be successful and competitive. Fei Qiao is the corresponding author and can be contacted...
