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英语翻译
China has increasingly been the focus of considerable business,with growing globalisation and the progressive opening of China as a market,multinational corporations have entered China with increasing regularity,bringing their brands to an increasingly brand conscious Chinese consumers.This is particularly so for the young adult consumers,generally referred to as the Generation Y,as this Gen Y cohort in China has been found in this study focus on fashion and brands.Therefore,understanding the behaviour of this cohort of Chinese consumers is important for businesses targeting the younger adult consumer segment in this burgeoning market.Involvement was an important concept for the study and has been used extensively in prior research to help explain various aspects of consumer behaviour related to fashion clothing as was the case here.Involvement in clothing by certain consumer groups such as Gen Y has been a prominent consideration in the literature.Taking the prominence of involvement and placing it in the context of the rapidly developing Chinese consumer market offers significant theory and practical advancements.In this context young Chinese consumers’ are considered one of the most important market segments for fashion products and exploring their involvement reveals important aspects of consumption.However,to-date studies on consumer involvement and the young Chinese consumer are lacking.As such,this paper examined the effect of consumer involvement of Chinese Gen Y using fashion clothing brands as focal object to understand various brand related consumer behaviours including brand status,brand attitude and willingness to pay a premium for a specific brand.Executive summary and implications for managers and executives.
This summary has been provided to allow managers and executives a rapid appreciation of the content of the article.Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.China’s fashionistas The world’s fascination with China continues to grow.Its historical artefacts are the bedrock of exhibitions around the globe.Its capital city has provided a fascinating backdrop to a world of sport.Numbers of tourists visiting China continues to increase.Its factories have become the workshop of the world; a memorable news item in the UK had a ship arriving full of toys for Christmas and leaving loaded up with rubbish for recycling – such was the nature of the bilateral trade.It is a country that brand owners in the west are seeking to better understand.
China has increasingly been the focus of considerable business,with growing globalisation and the progressive opening of China as a market,multinational corporations have entered China with increasing regularity,bringing their brands to an increasingly brand conscious Chinese consumers.This is particularly so for the young adult consumers,generally referred to as the Generation Y,as this Gen Y cohort in China has been found in this study focus on fashion and brands.Therefore,understanding the behaviour of this cohort of Chinese consumers is important for businesses targeting the younger adult consumer segment in this burgeoning market.Involvement was an important concept for the study and has been used extensively in prior research to help explain various aspects of consumer behaviour related to fashion clothing as was the case here.Involvement in clothing by certain consumer groups such as Gen Y has been a prominent consideration in the literature.Taking the prominence of involvement and placing it in the context of the rapidly developing Chinese consumer market offers significant theory and practical advancements.In this context young Chinese consumers’ are considered one of the most important market segments for fashion products and exploring their involvement reveals important aspects of consumption.However,to-date studies on consumer involvement and the young Chinese consumer are lacking.As such,this paper examined the effect of consumer involvement of Chinese Gen Y using fashion clothing brands as focal object to understand various brand related consumer behaviours including brand status,brand attitude and willingness to pay a premium for a specific brand.Executive summary and implications for managers and executives.
This summary has been provided to allow managers and executives a rapid appreciation of the content of the article.Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.China’s fashionistas The world’s fascination with China continues to grow.Its historical artefacts are the bedrock of exhibitions around the globe.Its capital city has provided a fascinating backdrop to a world of sport.Numbers of tourists visiting China continues to increase.Its factories have become the workshop of the world; a memorable news item in the UK had a ship arriving full of toys for Christmas and leaving loaded up with rubbish for recycling – such was the nature of the bilateral trade.It is a country that brand owners in the west are seeking to better understand.
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