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This study examines the lifestyle and gender effects of Chinese students in Korea on the Korean apparelbrand experience. In addition, this study explores the effect of various brand experiences on attitudes towardKorean apparel brands. This study targets 355 Chinese university students who live in Korea. The resultsshow that a Chinese students' lifestyle consists of four factors: adventure-seeking, sociability, individualism,and materialism. Brand experience consists of five different experiences: cognitive, affective, relational, sen-sory, and behavioral experience. Adventure-seeking lifestyle affects all five brand experiences and sociabilityinfluences sensory and relational experience. Individualism influences relational and behavioral experience;however, materialism affects four brand experiences (except sensory experience). Female students indicatea higher level of brand experience (except relational experience than) male students. Finally, three brand ex-periences (affective, sensory, and relational experience) impact brand attitude. Theoretical and managerialimplications of the results are discussed along with limitations and future research directions.Key words: Chinese students in Korea, Lifestyle, Brand experience, Brand attitude;  , ,  ,

The Effects of Chinese Students' Lifestyle and Gender on Korean Apparel Brand Experience and Attitude