Scope and method of study. Despite the importance of China as a key export market for U.S businesses, the U.S. apparel industry has held a significant trade deficit with China for a long time. To reduce the trade deficit with China, U.S. apparel firms need to establish pertinent market strategies based on an understanding of Chinese consumers. To this end, this study aimed to examine the Chinese consumer emotion elicitation process toward a U.S. apparel brand. As a systematic approach, this study proposed a conceptual model employing the cognitive appraisal theory. This study posited that consumer global orientation (CGO) influences Chinese consumers' appraisals (relevance and congruence) of a U.S. apparel brand (Levi's), and through the appraisals, Chinese consumers elicit positive emotions toward the brand, resulting in purchase intentions of the brand. Data were collected using mall intercept surveys at shopping malls in Shanghai, Beijing and Guangzhou.Smith and Wylie (2004) provided another example of Chinese preferences. ... summarized from previous studies (see Table 1 for a summary of previous studies related to Chinese consumer preference toward foreign brands/products). Firstanbsp;...
|Title||:||The Positive Emotion Elicitation Process of Chinese Consumers Toward a U.S. Apparel Brand: A Cognitive Appraisal Perspective|
|Author||:||Hye Kang Ji|
|Publisher||:||ProQuest - 2007|