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英语翻译
Testing objectives and looking for proof The O’Cass and Choi research tested the following a number of hypotheses.Of prime interest was the phenomenon of customer involvement,usually studies in western contexts.They sought to test that 1.Consumer involvement in fashion clothing has a significant effect on the perceived status of specific fashion clothing brands.2.Fashion clothing consumer involvement has a significant effect on brand attitude.3.The perceived brand status of specific fashion clothing brands has a significant effect on brand attitude.4.Perceived brand status of specific fashion clothing brands has a significant effect on WTP (willingness to pay a premium) for specific fashion clothing brands.5.Brand attitude has a significant effect on WTP for specific fashion clothing brands.These hypotheses were proved in part.Customer involvement only had an effect on status and brand attitude for the premium brands.The case for a positive relationship between brand status and brand attitude was proven for all brands.When it comes to willingness to pay a premium a positive response in terms of brand status and brand attitude is vital.Observers of national cultures would be unsurprised by some of these findings.The great Geert Hostede,for example,identified power-distance dimensions from the students’ parents’ generation,or possibly grandparents,which would seem to hold true when it comes to attitudes to status.Consumer involvement is a key factor and one to consider with care.It will not be a quick fix,but it is likely to be a profitable strategy for those with the patience to persevere and the vision to back it up.
Testing objectives and looking for proof The O’Cass and Choi research tested the following a number of hypotheses.Of prime interest was the phenomenon of customer involvement,usually studies in western contexts.They sought to test that 1.Consumer involvement in fashion clothing has a significant effect on the perceived status of specific fashion clothing brands.2.Fashion clothing consumer involvement has a significant effect on brand attitude.3.The perceived brand status of specific fashion clothing brands has a significant effect on brand attitude.4.Perceived brand status of specific fashion clothing brands has a significant effect on WTP (willingness to pay a premium) for specific fashion clothing brands.5.Brand attitude has a significant effect on WTP for specific fashion clothing brands.These hypotheses were proved in part.Customer involvement only had an effect on status and brand attitude for the premium brands.The case for a positive relationship between brand status and brand attitude was proven for all brands.When it comes to willingness to pay a premium a positive response in terms of brand status and brand attitude is vital.Observers of national cultures would be unsurprised by some of these findings.The great Geert Hostede,for example,identified power-distance dimensions from the students’ parents’ generation,or possibly grandparents,which would seem to hold true when it comes to attitudes to status.Consumer involvement is a key factor and one to consider with care.It will not be a quick fix,but it is likely to be a profitable strategy for those with the patience to persevere and the vision to back it up.
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