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The role of luxury brands in Guanxi and gift-giving amongst Chinese consumers

The role of luxury brands in Guanxi and gift-giving amongst Chinese consumers

Wilson, Jonathan and Du, Daisy (2016) The role of luxury brands in Guanxi and gift-giving amongst Chinese consumers. The Marketeers. pp. 121-124.

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Abstract

China’s long historical and cultural traditions are held to have a profound impact on the values, life-style, and consumption patterns of its people. Marketing Manager, Daisy Du and I investigated to what extent three specifically Chinese cultural factors influence Chinese female consumers’attitudes towards luxury fashion brands.

Item Type: Article
Uncontrolled Keywords: Luxury Branding, Guanxi, Chinese Brands, Chinese Consumers, Global Brands, Culture, Gift-giving, Chinese Face
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 14 Oct 2016 09:37
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/14854

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