附註:Title from e-book title screen (viewed Aug. 30, 2005).
EDITORIAL ADVISORY BOARD; Abstracts and keywords; EDITORIAL China textile trade; Perception of US branded apparel in Shanghai; Consumption of children's wear in a big city in Central China: Zhengzhou; A comparative study on new retailing outlets in the Shanghai apparel market; Fashion consciousness of Chinese, Japanese and American teenagers; Perceptions of countries as producers of consumer goods; Supplier-retailer relationships in China's distribution channel for foreign brand apparel; The impact of WTO accession on the Chinese garment industry.
摘要:This study focuses on perceptions of registered brands sold in Shanghai. Brand identity has been studied in Western settings; this study expands understanding of brand identity from a Chinese perspective. Chinese shoppers in Shanghai shopping malls were asked to compare US and Chinese brands in a survey about their perceptions of product attributes, brand identification and store environment. In the analysis of data, US brands were evaluated more positively than Chinese on attributes of design innovation, workmanship, brand image, service, and display of products, while Chinese brands received.
