Cross-cultural differences in the preference for brand prominence of luxury products.

• المؤلفون الرئيسيون: Chen, Crystal Wanjing., Heng, Michelle Jia Xin., Koh, Yu Han.
• مؤلفون آخرون: Nanyang Business School
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2011
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/43657
• المؤسسة: Nanyang Technological University

This study investigates the cross-cultural difference of women in the preference for brand prominence of luxury products as well as the motivations behind these preferences. 14 motivational scales were included in the research, and culture was identified as the moderating factor of the study. As suc...