Runway logic: "Y" Generation Y prefer fashion brand over country-of-origin
作者: Nathalia C. TjandraMaktoba OmarRobert L. Williams, Jr.John Ensor
作者单位: 1Edinburgh Napier University, The Business School, Edinburgh, EH14 1DJ. N.Tjandra@napier.ac.uk
刊名: Transnational Marketing Journal, 2013, Vol.1 (1), pp.22-40
来源数据库: Transnational Press
原始语种摘要: With approximately 1.38 billion, Generation Y are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. The purpose of this qualitative study was to explore the impact country-of-origin information on the perception of Generation Y towards international fashion brands. This study was conducted in the context of fashion products, one of the key interests of the Generation Y, and covered a sample population of twenty one countries. As Generation Y are internet savvy, this study was conducted by using semi-structured interviews in an online chat room and structured email interviews. 53 interviews were conducted with the participants from Generation Y cohort. This study highlighted that...
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关键词翻译
关键词翻译
  • country 地方
  • fashion 时兴
  • origin 起原
  • international 国际的
  • information 报告
  • towards 朝向
  • spending 经费
  • market 市场
  • over 在上方
  • purpose 目的