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How do local Chinese celebrity endorsers of global luxury brands influence the intention and decision of Chinese Millennial Consumers?
1.1 luxury brand 1.2 brand equity 1.3 luxury consumers 1.4 luxury consumption - the Chinese Millennial perspective (age 18 to 35) 2.The uniqueness of Chinese millennials consumers 2.1 celebrity-worship/idolatry phenomenon 2.2 collectivity versus individuality (Dimensions of Cross-Cultural Differences between Western and Asian Countries)
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