지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This research carefully analyzed several effects based on theories related to the country of origin for brands and consumer attitudes. All data were collected by a questionnaire distributed to Chinese consumers who have experienced global fashion brands. Data collection was conducted in March 2011. A total of 382 complete responses were used for the analysis. The results were as follows: First, for Chinese brands, there was a direct consumer ethnocentrism (CET) effect on brand attitudes. Second, CET showed no effect for European brands; however, conspicuous consumption had a significant positive influence. Third, there existed direct effects of CET and economic animosity on brand attitudes for brands from an unfriendly country. There was a positive moderating effect of conspicuous consumption on the association between CET and Japanese brand attitudes; in addition, a negative situation perception aggravates the negative relationship between economic animosity and Japanese brand attitudes. The results of the study can help marketers obtain more specific knowledge of brand attitudes for target consumer groups as well as enable them to plan and implement well-suited strategies for fashion businesses in China.
목차
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참고문헌 (32)
참고문헌 신청
Ahn, S. H. / 1997 / Consumer shopping orientation toward foreign brands (Part II) / Journal of the Korean Society of Clothing and Textiles 21(4):699~709
Ajzen, I. / 1990 / Understanding attitudes and predicting social behavior / Prentice-Hall, Inc
Batra, R. / 2000 / Effects of brand local and nonlocal origin on consumer attitudes in developing countries / Journal of Consumer Psychology 9(2):83~95
Delong, M. / 2004 / Perception of US branded apparel in Shanghai / Journal of Fashion Marketing and Management 8(2):141~153
Fong, C. M. / 2013 / Target reputation transferability, consumer animosity, and cross-border acquisition success: A comparison between China and Taiwan / International Business Review 22(1):174~186
Ajzen, I. / 1990 / Understanding attitudes and predicting social behavior / Prentice-Hall, Inc
Batra, R. / 2000 / Effects of brand local and nonlocal origin on consumer attitudes in developing countries / Journal of Consumer Psychology 9(2):83~95
Delong, M. / 2004 / Perception of US branded apparel in Shanghai / Journal of Fashion Marketing and Management 8(2):141~153
Fong, C. M. / 2013 / Target reputation transferability, consumer animosity, and cross-border acquisition success: A comparison between China and Taiwan / International Business Review 22(1):174~186
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