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In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults
O'Cass, A and Siahtiri, V, In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults, Journal of Retailing and Consumer Services, 20, (6) pp. 505-515. ISSN 0969-6989 (2013) [Refereed Article]
Copyright 2013 Elsevier Ltd.
Consumption for many is increasingly underpinned by the search for and creation of identity and status through specific consumption practices, including consumerism and placing a high priority on brands. One product category where such consumption practices underpin its growth and marketing is fashion clothing. The expressive nature of clothing makes it particularly important in societies where consumerism and status seeking is a priority. In picking up the significance and the role of fashion clothing, this study explores the impact of Chinese young adults' consumerism, their status consumption tendencies and decision-making style on their perceptions of fashion clothing brands' status, with origins from the West versus Asia. The results show that Chinese young adults prefer fashion clothing brands with Western origins over those with Asian origins. The levels of consumerism, status consumption and decision-making styles were major contributors to how they perceived the brands, and in this sense western fashion clothing brands may communicate status and wealth better than Asian brands. Further, the findings show a willingness on the part of young Chinese adults to buy more than what they need and look for prestigious-symbolic brands of fashion clothing.
|Item Type:||Refereed Article|
|Keywords:||consumerism, brand status, consumer decision making style, status consumption, Chinese adults|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Field:||Marketing management (incl. strategy and customer relations)|
|Objective Division:||Economic Framework|
|Objective Group:||Management and productivity|
|UTAS Author:||O'Cass, A (Professor Aron O'Cass)|
|UTAS Author:||Siahtiri, V (Ms Vida Siahtiri)|
|Downloads:||8 View Download Statistics|
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