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  • Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region

    Author(s)
    Das, Manish
    Jebarajakirthy, Charles
    Griffith University Author(s)
    Jebarajakirthy, Charles P.
    Year published
    2020
    Metadata
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    Abstract
    Gen-Y consumers in the Asia-Pacific region are an attractive market for Western fashion luxury. This study investigates how Gen-Y consumers’ acculturation to Western culture (AWC) tendency drives their intention to purchase Western fashion luxury. It further examines the moderating role of consumer ethnocentrism and materialism in the association between AWC dimensions and intention to buy Western fashion luxury items. The data collected from 692 high-income Indian Gen-Y consumers via a survey were analysed using hierarchical moderated regression and fsQCA techniques. This study contributes to fashion luxury literature. ...
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    Gen-Y consumers in the Asia-Pacific region are an attractive market for Western fashion luxury. This study investigates how Gen-Y consumers’ acculturation to Western culture (AWC) tendency drives their intention to purchase Western fashion luxury. It further examines the moderating role of consumer ethnocentrism and materialism in the association between AWC dimensions and intention to buy Western fashion luxury items. The data collected from 692 high-income Indian Gen-Y consumers via a survey were analysed using hierarchical moderated regression and fsQCA techniques. This study contributes to fashion luxury literature. Further, the findings will be useful to fashion luxury marketers and retailers.
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    Journal Title
    Journal of Retailing and Consumer Services
    Volume
    56
    DOI
    https://doi.org/10.1016/j.jretconser.2020.102179
    Subject
    Business and Management
    Marketing
    Tourism
    Social Sciences
    Business & Economics
    Fashion luxury consumption
    Acculturation to Western culture
    Publication URI
    http://hdl.handle.net/10072/400725
    Collection
    • Journal articles

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