Suchergebnisse

AbstractThis study examines the effects of different marketing and manufacturing factors on the perceived quality gap and willingness to pay (WTP) for genuine luxury brands. Using the survey data of 786 Chinese consumers, the results show that three marketing factors (product innovation, price promotion, and sales environment) and two manufacturing factors (production in country of brand origin and difficulty in producing the products) all indirectly influence WTP through a perceived quality gap between originals and counterfeits. These effects differ significantly among consumers with different counterfeit and genuine brand purchasing experiences. For consumers with counterfeit purchasing experience, it is important to emphasize the manufacturing factors in the marketing strategies; however, for consumers who only buy genuine brands, marketing factors play a more important role. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.

AbstractThis research was conducted with a sample of 215 Chinese companies from the electronics industry. It shows that the different technological innovation capabilities have a positive impact on product innovation, beginning with the linkage capability, and then moving to the production capability, and ending with the investment capability. The research also shows that product innovation has a mediating effect on the relationship between different technological innovation capabilities and firm performance. Copyright © 2013 ASAC. Published by John Wiley & Sons, Ltd.

AbstractThis research was conducted with a sample of 215 Chinese companies from the electronics industry. It shows that the different technological innovation capabilities have a positive impact on product innovation, beginning with the linkage capability, and then moving to the production capability, and ending with the investment capability. The research also shows that product innovation has a mediating effect on the relationship between different technological innovation capabilities and firm performance. Copyright © 2013 ASAC. Published by John Wiley & Sons, Ltd.

We investigated whether or not consumers' attitudes toward luxury brands differ between the young and older generations in China, and, if they do differ, how this manifests. In Study 1, data were collected from 210 participants. The results showed that Chinese consumers born after 1979
(young) value luxury brands more than do consumers born before 1979 (older). In Study 2, we conducted a survey with 623 consumers from the angle of perceived luxury value to investigate why such differences exist. The results showed that, for young Chinese consumers, luxury brands evoked a
greater sense of perceived luxury value, that is, stronger self-identity, higher status, and more conspicuousness and hedonic value, than did nonluxury brands; the perceived luxury value related significantly to Chinese consumers' purchase intention for luxury brands.