Self concept,acculturation,and fashion orientation.
详细信息
- 作者：Hu ; Xiaoyu.
- 学历：Master
- 年：2010
- 关键词：Fashion Marketing ; Clothing ; Consumer Behavior ; Fashi
- 毕业院校：Brock University
- ISBN：9780494582411
- CBH：MR58241
- Country：Canada
- 语种：English
- FileSize：4182669
- Pages：157
文摘
The research begins with a discussion of the worldwide and the Canadian market. The research profiles the examination of the relationship between a persons self concept as defined by Malhotra) and fashion orientation as defined by Gutman and Mills),and to understand how these factors are influenced by acculturation,focusing in-depth on their managerial implications. To study these relationships； a random sample of 196 Chinese-Canadian female university students living in Canada was given a survey based on Malhotras self-concept scale,and the SLASIA acculturation scale. Based on multiple regression analysis,findings suggest that the adoption of language and social interaction dimensions of acculturation constructs have significant effects on the relationship between self concept and fashion orientation. This research contributes significantly to both marketing theory and practice. Theoretically,this research develops new insights on the dimensionality of fashion orientation,identifies various moderating effects of acculturation on the relationship of self concept and fashion orientation dimensions,and provides a framework to examine these effects,where results can be generalized across different culture. Practically,marketers can use available findings to improve their understanding of the fashion needs of Chinese-Canadian consumers,and target them based on these findings. The findings provide valuable implications for companies to formulate their fashion marketing strategies for enhance fashion orientation in terms of different dimensions,based on different levels of acculturation.