عنوان انگلیسی مقاله:

Effects of Chinese consumers’ relationship benefits and satisfaction on attitudes toward foreign fashion brands:The moderating role of country of salesperson

ترجمه عنوان مقاله: اثر رابطه مزایای نگرش نسبت به برند مدهای خارجی مصرف کنندگان چینی، نقش تعدیل کشور فروشنده

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Luxury companies and consumers’ increasing attention and commitment toward environmental issues substantiate the notion that luxury and sustainability are compatible concepts. However, academic research suggests that sustainable luxury is still perceived by consumers as a contradiction. This article explores the role of sustainability in the design of luxury fashion products, investigating the type of environmental sustainability practices that luxury companies should adopt in order to galvanize consumers’ interest in environmentally sustainable versions of their products. In particular, this research investigates the differential effectiveness of two strategies that luxury fashion companies might adopt when introducing new green products: First, the green new product might be similar in design to a luxury company’s previous non-green products. Second, the green new product might be similar in design to models made by non-luxury companies specializing in green production. The results from three experiments show that the recommended strategy is to make the new green luxury product similar to the luxury company’s previous models rather than to models made by green companies, especially for consumers who are knowledgeable about the brand and for products that are durable rather than ephemeral. This research contributes to extant research by investigating a previously overlooked driver of new green product acceptance, product design, and by empirically investigating the conditions that lead to the successful market introduction of new green luxury products.

Keywords: Sustainable design; Sustainable consumption; Environmental sustainability; New green product; Design similarity; Luxury fashion brand

مقدمه مقاله

China’s economy has experienced vigorous growth which has led to ever-increasing disposable income levels, thereby resulting in higher consumption of fashion products by Chinese consumers. China’s fashion market is growing in both quantity and quality owing to the expansion of global fashion brands and the improved competitiveness of Chinese local brands. Many foreign fashion brands are entering China’s fashion market. Global foreign fashion brands targeting the apparel market in China should find a niche market and strengthen their competitiveness by establishing a differentiated strategy. Firms tend to build a strong relationship with customers as a means to obtaining a competitive advantage (McKenna, 1991).

Maintaining customer relationship is an important method of earning profit under intense competition. Among various approaches for competitiveness, customer-oriented relationship marketing is attracting the most attention. Relationship marketing focuses on forming and maintaining a long-term relationship between companies and customers. Personal selling is essential in providing goods and services to the end-consumer and managing customer relationships (Solomon, 2009). From the company’s point of view, service provided by personal selling is a major factor that differentiates it from its competitors. In personal selling, there is  face-to-face  mutual  communication  with  the  customer.

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