Bian, Qin; Forsythe, Sandra - In: Journal of Business Research 65 (2012) 10, pp. 1443-1451
This cross-cultural study examines the effects of individual characteristics (i.e., consumers' need for uniqueness and self-monitoring) and brand-associated variables (i.e., social-function attitudes toward luxury brands and affective attitude) on U.S. and Chinese consumers' purchase intention...