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Materialism and reference group influence on the preference for Western culture through the consumption of Western branded clothing

Lindridge, Andrew; Cui, Charles C. and Chi, Mai (2007). Materialism and reference group influence on the preference for Western culture through the consumption of Western branded clothing. In: Twelfth Cross Cultural Research Conference, 12-15 Dec 2007, Honolulu.

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Abstract

Our paper investigates how materialism and reference group influence may affect consumers’ preference for western culture, manifesting through the consumption of western branded clothing. A questionnaire completed by 182 Taiwanese women revealed that materialism had no significant affect on their clothing brand preferences. Reference groups, however, significantly influenced Taiwanese women to purchase Western branded clothing.

Item Type: Conference Item
Copyright Holders: Honolulu University
Academic Unit/Department: Open University Business School
Related URLs:
Item ID: 26895
Depositing User: Andrew Lindridge
Date Deposited: 08 Mar 2011 09:16
Last Modified: 22 Oct 2012 14:03
URI: http://oro.open.ac.uk/id/eprint/26895
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