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.

URL: http://marketing.byu.edu/htmlpages/ccrs/proceeding...

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.

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