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Purpose: The purpose of this paper is to discuss how the configurations of short life cycle, low quality, design and price, influence customer purchase intention in fast fashion and high technology industries in China. Design/methodology/approach: The traditional thinking is that products with...
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Purpose: The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward luxury advertisements and brands, as well as any moderating effect appearance self-esteem has on the...
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