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Recognizing the purchasing power of Chinese shoppers in the global luxury market, this study explores the luxury-brand preferences of a unique transnational consumer community of young, cosmopolitan Chinese consumers. Specifically, the effects of Chinese consumers' American and Chinese cultural identifications on their snob and bandwagon luxury-brand preferences are examined. The mediating effects of bridging and bonding social capital, consumer susceptibility to normative influence, and consumer need for uniqueness are also considered. Study findings advance existing theoretical understanding of luxury consumption and provide managerial implications for international luxury branding. [ABSTRACT FROM AUTHOR]

This cross-cultural comparison aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country-of-origin dependent. Three countries with dissimilar cultural orientation and economic status—China, South Korea, and the United States—were examined. American consumers were found to be more ethnocentric than Chinese and South Korean consumers. CE was found to significantly and positively predict American and Korean consumers’ preference for domestic products across product categories, while Chinese consumers’ CE did not translate into their preference for Chinese products. In addition, the relationship between CE and purchase preference varied across product categories as well as countries of origin. [ABSTRACT FROM PUBLISHER]

This study examines how Taiwanese commercials represent women and men, particularly men, in the family context as spouses and parents. A content analysis of prime-time commercials indicates that advertising representations of gender roles have made only slight and slow progress. Men are much less likely than women to be shown doing housework and taking care of children. When men are shown as nurturant fathers, their involvements with children are limited to playing with offspring. [ABSTRACT FROM AUTHOR]