Purpose – Following the upheavals of the revolutionary era , the People's Republic of China's consumer culture is … frequent casual observations point out. Practical implications – China's contemporary culture is rapidly changing, somehow …

‐giving behavior of consumers in the People's Republic of China (PRC) during the Chinese New Year and the influence exerted by Chinese …

, match‐up, and consumers' purchase intention embedded in the China context. Design/methodology/approach – The authors used a …' attractiveness, even compared to match‐up factor, and could affect consumers' purchase intention more significantly in China sport …

perceptions of brands vary among urban and rural children in Mainland China and also to collect information about the basis of … Chinese cities. The seven surveyed rural counties cannot be generalized to the very poor rural provinces in China. Practical … children in China. Originality/value – This paper offers insights for employing different advertising message strategies to …

Shanghai, which cannot be generalized across the whole of China or other international markets. Further, only luxury brands are …

collected in the USA and 252 in China. Data analysis was conducted using SPSS data analysis software. The US student sample was …

Purpose – China is undergoing a radical change as the forces of industrialization and modernization transform its … individualism and hedonism thrive. The goal of this research is to understand attitudes towards money in China and how these … show that attitudes towards money in China are not monolithic; instead there are variations among young Chinese …

/implications – The research is based on a convenience sample of young consumers in a particular country – China. Generalizability of the … innovative consumers. Furthermore, since the youth market in China represents an enormous opportunity for marketers, the paper …