The purposes of this study were study intended to investigate effects of conspicuous consumption, sales promotions and images of the country of manufacture on Chinese consumers' purchasing attitudes to fashion luxury brands. The study was conducted by experimental conspicuous consumption(2)X[types of sales promotions(2) X images of the country of manufacture(2)] design by combining the 3 variables mentioned above. 312 women living in Chengdu were collected for this study. For data analysis,

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... or analysis, T-test, frequency analysis and ANOVA were used. The results were as follows: First, Chinese consumers' favor to fashion luxury brands: 2-way interactions, in sales promotions and images of the country of manufacture, was found for favor to fashion luxury brands. Second, Chinese consumers' purchase intent to fashion luxury brands: only the main-effects of conspicuous consumption and images of the country of manufacture was meaningfully positive. It demonstrates that only conspicuous consumption and images of the country of manufacture effected Chinese consumers' purchase intent to fashion luxury brands. Key words: conspicuous consumption(과시소비성향), favor to fashion luxury brands(호의도), images of the country of manufacture(제조국 이미지), sales promotions(판매촉진), purchase intent(구매의도), 1) west area of China(중국서부지역) 본 연구는 석사학위 청구논문의 일부임