Marketing:COMMERCIALIZING THE MARKET FOR HIGH ORIENTAL FASHION-An exploratory study of the characteristics of early adopters
论文作者:None论文属性:MBA毕业论文 MBA Thesis登出时间:2007-07-19编辑:点击率:5422
论文字数:25000论文编号:org200707190815594188语种:英语 English地区:中国价格:$ 110
关键词:
COMMERCIALIZING THE MARKET FOR HIGH ORIENTAL FASHION
An exploratory study of the characteristics of early adopters
TABLE OF CONTENTS
Declaration.........................................................................................................................
Acknowledgements...........................................................................................................i
Abstract............................................................................................................................ii
Table of Contents..............................................................................................................v
List of Figures................................................................................................................vii
Chapter One: Introduction
1.1 Introduction.................................................................................................................1
1.2 Research Area.............................................................................................................1
1.2.1 Background of Shiatzy Chen (case study).......................................................3
1.2.2 The issues.........................................................................................................4
1.3 Research purpose and objectives................................................................................51.4 Structure of the study..................................................................................................6
Chapter Two: Literature Review
2.1 Introduction.................................................................................................................8
2.2 Background of Clothing Consumption.......................................................................9
2.2.1 The Fashion Concept and Development........................................................10
2.2.2 Clothing..........................................................................................................10
2.3 Breaking into the Market..........................................................................................12
2.3.1 The Diffusion Theory and Adopter Categories..............................................12
2.3.1.1 Adoption Process and Adopter Categories..........................................14
2.3.2 Fashion Adoption...........................................................................................18
2.3.2.1 Fashion Adoption Process...................................................................20
2.4 Fashion Consciousness-awareness/interest/involvement..........................................26
2.4.1 Fashion consciousness...................................................................................26
2.4.2 Fashion leadership..........................................................................................27 2.5 Country of Origin (COO) Effects.............................................................................29
2.5.1 Definition.......................................................................................................30
2.5.2 The uses of the ‘country of origin’ attribute...................................................30
2.6 Conceptual Framework.............................................................................................33
2.7 Conclusion.........................................................................
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