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KIKUCHI Kazuo
Department Undergraduate School , School of Commerce Position Professor |
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| Language | English |
| Publication Date | 2022/11 |
| Type | Academic Journal |
| Peer Review | Peer reviewed |
| Title | The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai |
| Contribution Type | Co-authored (other than first author) |
| Journal | Asia Pacific Journal of Marketing and Logistics |
| Journal Type | Another Country |
| Publisher | emerald |
| Volume, Issue, Page | 34(10),pp.2435-2451 |
| Details | Based on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined. |