A statistical investigation of the changing apparel retailing environment in China

Kwan, C. Y.; Yeung, K.W.; Au, Kin Fan

doi:10.1108/13612020310464395

Cited by 28 publications

(31 citation statements)

References 4 publications

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“…This group of consumers has also been found to focus on fashion and brands (Kwan, Yeung, & Au, 2003;Liu, 2002;McEwen, 2005). Chinese Generation Y consumers are quite different from Generation X because they are appear to be avid information consumers and are far more oriented toward all things Western (O'Cass & Choy, 2008;Liu, 2002;Kwan, Yeung, & Au, 2003). Western products carry a certain status among those in Generation Y, but their actual product preference is for Chinese goods because these individuals are very proud of their country.…”

Section: China's Restaurant Marketmentioning

confidence: 96%

The Usefulness of the Theory of Planned Behavior: Understanding U.S. Fast Food Consumption of Generation Y Chinese Consumers

Padgett

Kim

Goh

et al. 2013

Journal of Foodservice Business Research

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The purpose of this study was to assess how well a popular U.S. developed behavioral model, the theory of planned behavior, was able to explain Generation Y Chinese consumers' purchase behavior regarding a fast food restaurant meal. Results provided considerable support in terms of robustness of the theory of planned behavior to predict and explain intentions to buy a fast food meal. The model also provided reasonable measures of fit for the Chinese sample. The findings can enhance the extant literature on the universal applicability of the model and can serve as useful references for further investigations of the validity of the model under other cultural settings and for other behavioral categories.

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Section: China's Restaurant Marketmentioning

confidence: 96%

The Usefulness of the Theory of Planned Behavior: Understanding U.S. Fast Food Consumption of Generation Y Chinese Consumers

Padgett

Kim

Goh

et al. 2013

Journal of Foodservice Business Research

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“…This group of consumers is willing to spend more time and money to buy clothing, thus representing one of the most important market segments for foreign apparel retailers in China (Kwan, Yeung, and Au, 2003).…”

Section: Sample and Data Collectionmentioning

confidence: 99%

Measuring customer‐based brand equity: empirical evidence from the sportswear market in China

Tong

Hawley

2009

Journal of Product &Amp; Brand Management

288

263

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Purpose -This study seeks to examine the practicality and applications of a customer-based brand equity model in the Chinese sportswear market.Design/methodology/approach -Based on Aaker's well-known conceptual framework of brand equity, this study employed structural equation modeling to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in the sportswear industry. The present study used a sample of 304 actual consumers from China's two largest cities, Beijing and Shanghai.Findings -The findings conclude that brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the perceived quality and brand awareness dimensions.Research limitations/implications -Future research needs to be done if the results are to be expanded into other regional Chinese markets in light of the significant gaps between different regions. Further research also could strengthen this analysis by adding performance measurement into the model.Practical implications -The paper shows that sportswear brand managers and marketing planners should consider the relative importance of brand equity in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty and image.Originality/value -This study contributes to the scant literature testing the applicability of consumer-based brand equity in the sportswear industry. Since China is the world's fastest-growing market for sportswear products, this study also provides important insights about the understanding of Chinese consumers' perceptions of overall brand equity and its dimensions.

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“…These major cities provided an appropriate context with strong purchasing power and knowledge of foreign brands (Kwan, Yeung and Au 2003). An email survey was conducted via an online questionnaire website (www.my3q.com) for a period of three months from May until July 2013.…”

Section: Consumer Ethnocentrismmentioning

confidence: 99%

Brand origin and country of production congruity: Evidence from the UK and China

Eng

Ozdemir

Michelson

2016

Journal of Business Research

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The process of manufacturing and marketing international products is increasingly complex and especially for multinational corporations that strive to lower production costs while adapting their products and services to match local preferences. Localization of international business has been shown to generate differing country of origin (COO) effects in terms of the brand origin and country of production (COP) congruity issue. Both country of production and brand origin may not be the same, which questions the effect of incongruity on a brand, consumer ethnocentrism and localization issues particularly when a well known brand is from a developed country and COP is in a developing country. This study extends past studies on the COO effect to examine whether a negative COP affects consumer product perception and consumer purchase decision of a wellknown brand. Hypotheses are tested empirically against survey consumer data from the UK (developed country) and People's Republic of China (developing country) using Sony as a global brand. The main findings show that both brand origin and COP are particularly important for consumers in a developed country in their product evaluations while perceived brand image of a developing country and price are key factors for consumers in a developing country. In addition, knowledge of the extent of consumer ethnocentrism can be a major determinant for branding decisions related to using product information cues about country of production and/or an international brand image.

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A statistical investigation of the changing apparel retailing environment in China

Cited by 28 publications

References 4 publications

The Usefulness of the Theory of Planned Behavior: Understanding U.S. Fast Food Consumption of Generation Y Chinese Consumers

The Usefulness of the Theory of Planned Behavior: Understanding U.S. Fast Food Consumption of Generation Y Chinese Consumers

Measuring customer‐based brand equity: empirical evidence from the sportswear market in China

Brand origin and country of production congruity: Evidence from the UK and China

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