). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as … face consciousness; public self-consciousness; brand prestige; self-expressive brand (inner; social), and fashion …-consciousness (but not face consciousness) influenced fashion leadership. Thus, while face consciousness and public self …

fashion brands have had a strong performance in the Chinese market, other brands have not. Nevertheless, prior studies do not … satisfactorily address the reasons that some Korean fashion brands are successful and popular in China. The present study aims to … investigate Korean fashion brands' current positions in the Chinese market and to propose useful strategies that enable Korean …