artigo glenda e ivete

7/26/2019 Artigo Glenda e Ivete

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Seminriode anlise crtica

de artigo

Disciplina de Metodologia Cientfica

Docente: Maurcio Arajo

Discentes: Glenda Melo e Ivete Cattani


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TTULO DO ARTIGO

Luxury fashion brand consumers in China:Perceived value, fashion lifestyle, and

willingness to pay.

AUTORES:LI, Guoxin; LI, Guofeng; KAMBELE, Zephaniah

ARTICLE HISTORY:Received 1 June 2010Received in revised form 1 April 2011Accepted 1 September 2011Available online 28 October 2011

PUBLICADO: Journal of Business Research


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RESUMO

Abstract:A better understanding of the Chinese consumption of luxury fashion

brands may assist the fashion industry when targeting China as the soon-to-be

largest consumer market. This study aims to examine Chinese consumers'

willingness to pay for luxury fashion brands related to their fashion lifestyle and

perceived value.

Practicality fashion lifestyle, perceived social/emotional value, perceived utilitarian

value, and perceived economic value were found to have a significant influence on

the willingness of Chinese consumers to pay for luxury fashion brands in a multiple

regression model (n=480). This research also examines the different effects of

fashion lifestyles and perceived value on willingness to pay among four groups

characterized by different previous genuine and counterfeit purchasing experiences.

This study deepens understanding of consumer perceptions and behaviors relatingto luxury fashion brands in China.

Keywords: Luxury fashion brand; Fashion lifestyles; Perceived brand value;Willingness to pay Mainland China.


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ANLISE DO RESUMO

Tema

The Chinese consumers' willingness to pay for luxuryfashion brands related to their fashion lifestyle and

perceived value.


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ANLISE DO RESUMO

Objetivos

OBJETIVO GERAL

This study aims to examine Chinese consumers' willingness to

pay for luxury fashion brands related to their fashion lifestyleand perceived value.

OBJETIVO ESPECFICO

This research also examines the different effects of fashionlifestyles and perceived value on willingness to pay among

four groups characterized by different previous genuine andcounterfeit purchasing experiences.


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ANLISE DO RESUMO

Justificativa

- A better understanding of the Chinese consumption

of luxury fashion brands may assist the fashionindustry when targeting China as the soon-to-be

largest consumer market.


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ANLISE DO RESUMO

Metodologia

Examining the different effects of fashion lifestylesand perceived value on the willingness to pay among

four groups characterized by different previousgenuine and counterfeit purchasing experiences.

Multiple Regression Model: (n=480)

N = nmero de entrevistas vlidas = 82,1% dos

questionrios respondidos.


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ANLISE DO RESUMO

Resultados

Practicality fashion lifestyle, perceivedsocial/emotional value, perceived utilitarian value,

and perceived economic value were found to have a

significant influence on the willingness of Chinese

consumers to pay for luxury fashion brands.


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TTULO x RESUMO

Existe coerncia entre o ttulo do artigo e o contedo do

resumo.


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ANLISE DO CORPO DO TEXTO

Introduo

TEMA:The rapidly growing appetite for luxury brands in the emerging

economies of Asia, especially China.

OBJETIVO GERAL

This research examines whether or not Chinese consumers' willingness to

pay for luxury fashion brands relates to their fashion lifestyles and the

perceived value of luxury fashion brands.

OBJETIVO ESPECFICO

This research also examines the impact of previous purchases of genuine

or counterfeit luxury fashion brands on the relationships among fashion

lifestyles, perceived brand value, and willingness to pay for luxury fashion

brands.


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JUSTIFICATIVAS

From an academic perspective:

Broadening the theoretical research pertaining to fashion lifestyles

proposed by Ko et al. (2007) by exploring the Chinese context.

From a practical perspective:

Providing suggestions for competitive marketing strategies for luxury

fashion companies in the Chinese market;

Gaining a better understanding of the behavior of Chinese consumers of

luxury fashion brands should benefit the fashion industry by improving

customer relationships in potentially the largest consumer market.

Introduo


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- Conceptualizing luxury fashion brands;

- Willingness to pay for luxury brands;

- Fashion lifestyle;

- Perceived brand value;

- Past purchasing experience.

Reviso de Literatura


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Metodologia de coleta de dados:

Questionnaire.

Metodologia de anlise de dados:

The study used a seven-point Likert scale to solicit the responses.

Chinese consumers were divided into four groups according to their

previous purchasing behavior:

- Group 1:people who had bought only counterfeit luxury fashion brands;

- Group 2:people who had never bought genuine and counterfeit luxury

fashion brands;

- Group 3:people who had bought both genuine and counterfeit luxury

fashion brands;

- Group 4:people who had bought only genuine luxury fashion brands.


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CONSIDERAES FINAIS

This study shows that the dimensions of fashion lifestyles in China are similar to those in other countries(Ko et al., 2007);

We found three dimensions for perceived value: social/emotional, utilitarian, and economic value;

The results of this study also suggest that the variables for practicality fashion lifestyle, perceivedsocial/emotional value, perceived utilitarian value, and perceived economic value significantly influencethe willingness of Chinese consumers to pay for luxury fashion brands;

They perceive and pursue comprehensive values associated with luxury fashion brands;

Retail sellers should consider emphasizing the intrinsic brand value to current Chinese customers in theirmarketing strategies;

This result suggests that international fashion manufacturing retailers must satisfy Chinese consumers byconsistently providing high quality luxury fashion brands;

Also suggests that further research should determine the factors that may affect the willingness to payfor those people who are both genuine and counterfeit luxury fashion brand customers. For consumerswho bought both genuine and counterfeit luxury fashion brands, there were no factors that hadsignificant effects on their willingness to pay;

A better understanding of the behavior of Chinese consumers of luxury fashion brands should benefitthe fashion industry by improving customer relationships in potentially the largest consumer market.


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DISCIPLINAMTX 5000

Metodologia Cientfica.

PROFESSORMaurcio Campos de Arajo.

ALUNASGlenda Melo e Ivete Cattani.

ATIVIDADEAnlise de artigo em Ingls.

ARTIGO SELECIONADO Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and

willingness to pay.

AUTORESLI, Guoxin; LI, Guofeng; KAMBELE, Zephaniah.

PUBLICADO Journal of Business Research.

Artigo disponvel para download:

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