2016
DOI: 10.1080/10669868.2016.1155522
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Examining the Cross-Cultural Dimensionality of Prestige Sensitivity: An Empirical Analysis of Chinese and American Millennials

Abstract: This study examines the issue of prestige sensitivity among Millennials in China and the United States. Specifically, this study examines the phenomenon to see if differences exist among Millennials between these two countries. Furthermore, the investigation is expanded to examine possible gender differences. The results are somewhat mixed. While the scale used was both reliable and valid within each country, it did not meet the standard of metric equivalence between cultures, and is thus not valid for cross-c… Show more

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Cited by 4 publications
(5 citation statements)
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“…However, when gender and geographic location differences were analysed, these generated statistically significant differences. Male millennials were attracted by stimuli that created a brand image (Rahmen, et al, 2020;Montgomery, et al, 2016) including stimuli such as ranking and international accreditations whereas female millennials focused on stimuli that were related more towards self-identity and independence as they were challenging the societal gender norms (Hu & Scott, 2016;Miller & Fang, 2012). Geographic location highlighted that the economic zone from which the respondent came from influenced how much exposure they had had to global brands and the degree of internationalisation experienced and this changed the importance of the stimuli (Sun & Wang, 2010;Lan et al, 2009).…”
Section: Discussionmentioning
confidence: 99%
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“…However, when gender and geographic location differences were analysed, these generated statistically significant differences. Male millennials were attracted by stimuli that created a brand image (Rahmen, et al, 2020;Montgomery, et al, 2016) including stimuli such as ranking and international accreditations whereas female millennials focused on stimuli that were related more towards self-identity and independence as they were challenging the societal gender norms (Hu & Scott, 2016;Miller & Fang, 2012). Geographic location highlighted that the economic zone from which the respondent came from influenced how much exposure they had had to global brands and the degree of internationalisation experienced and this changed the importance of the stimuli (Sun & Wang, 2010;Lan et al, 2009).…”
Section: Discussionmentioning
confidence: 99%
“…The areas of computing facilities and extra-curricular and sporting activities came out as the least important. These finding can be explained by the assertions made by Montgomery, et al (2016) suggesting that this generation of young Chinese are the most digitally literate of all generations and as a result will probably have their own computer equipment and not require these campus facilities.…”
Section: Productmentioning
confidence: 92%
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