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

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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

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
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.

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
Testing objectives and looking for proof
试验目的及寻找证据
O’Cass与蔡的研究是对下列的几个假设进行试验.最主要关注的是通常出现在西方研究的客户介入现象.他们力图通过试验证明:
一、 时尚服装的消费者介入对具体服装品牌的档次认知有显著的影响.
二、 时尚服装的消费者介入对品牌态度有显著的影响.
三、 具体服装品牌的档次认知对品牌态度有显著的影响.
四、 具体服装品牌的档次认知显著影响为具体服装品牌付高价的意愿(WTP).
五、 品牌态度显著影响为具体服装品牌付高价的意愿(WTP).
这些假设只得到部分证明.消费者介入对档次与品牌态度的影响只在高档品牌有效;而品牌档次与品牌态度之间的积极关系在所有的品牌中都得到证实.至于付高价的意愿,对品牌定位与品牌态度的积极反应是至关重要的.
民族文化的观察者不会对这些结果感到奇怪.例如伟大的霍夫斯泰德所发现来自学生父母时代,或可能是祖父母时代的权力距离,对于地位的态度似乎是真实存在的.消费者介入是个关键因素,应该小心加以考虑.虽然这不是灵丹妙药,但对于那些耐心坚持及有支持愿景的商家,这可能是个有利的战略.

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