Manrai, Lalita A.; Lascu, Dana‐Nicoleta; Manrai, Ajay K. - In: International Marketing Review 18 (2001) 3, pp. 270-285
always been interested in Western style. After the fall of Communism, fashion, led by Western brands, quickly conquered … Romania, comparing respondents on two dimensions of style: fashion‐consciousness (capturing individualism) and dress …‐conformity (capturing collectivism). The findings support the hypothesis that fashion consciousness is highest for Westernized Hungarian …