Effects of Chinese Education Style and Self-esteem in Adolescents’ Fashion Innovativeness and Conspicuous Consumption in Young Adults: A longitudinal study in Taiwan

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Date
2014-01-01
Authors
Chen, Wei-Chen
Lin, Wen Hsu
Yi, Chin-Chun
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Abstract

With globalization and economic growth of Asian countries, many Western brands have attempted to better understand Asian consumers, and Chinese consumers in particular. Owing to globalization influence of Western media and economic growth, Chinese societies are in transition from non-consumerism to consumerism societies, where consumers are becoming more innovative and brand conscious than in past decades (Podoshen, Li, & Zhang, 2011).

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