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SSRN
In: Studies in Asian social science, Band 2, Heft 2
ISSN: 2330-2151
In: Studies in Asian social science, Band 2, Heft 1
ISSN: 2330-2151
SSRN
In: Voprosy istorii: VI = Studies in history, Band 2022, Heft 10-2, S. 222-231
ISSN: 1938-2561
The article analyzes the modern scientific literature in the field of marketing and fashion research. It provides data on the directions of these studies, identifies the role of fashion in modern society and defines its social functions, and analyzes the factors that influence the development of marketing in the dissemination of fashion.
In: Journal of Risk, Band 25, Heft 5
SSRN
SSRN
In: R&D Management, Band 50, Heft 2, S. 212-226
SSRN
In: ESWA-D-22-02053
SSRN
In: ENGTEC-D-22-00405
SSRN
In: FINANA-D-22-00849
SSRN
In: Environmental science and pollution research: ESPR, Band 26, Heft 33, S. 34205-34219
ISSN: 1614-7499
In: Environmental science and pollution research: ESPR, Band 30, Heft 7, S. 19083-19096
ISSN: 1614-7499
In: Asia Pacific journal of marketing and logistics, Band 34, Heft 10, S. 2435-2451
ISSN: 1758-4248
PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined.Design/methodology/approachThe data for this study were collected through a survey from 217 millennials in Shanghai and 268 millennials in Tokyo. Moderation analysis and mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.FindingsResults show that NFU and SPI have a significantly positive effect on millennials' ALB, and fashion innovativeness plays a mediating role in this process. Furthermore, the positive impact of NFU on millennials' ALB for relatively individualistic cities (Shanghai) is stronger than for relatively collectivist cities (Tokyo). The positive impact of susceptibility to informative influence (SII) on millennials' ALB for Tokyo is stronger than for Shanghai.Practical implicationsThe research results suggest how different cultures can support marketers in effectively carrying out their business strategy.Originality/valueUnder the cross-cultural background, the social identity mechanism behind the attitudes of millennials towards luxury brands has been widely recognised. However, little is known about how culture could moderate the social identity mechanism behind millennials' ALB. By analysing these mechanisms, this study compares the cultures of Shanghai and Tokyo and expands the previous research achievements.
In: Structural change and economic dynamics, Band 57, S. 203-213
ISSN: 1873-6017