Essays about: "Chinese Millennial Consumers"

Found 4 essays containing the words Chinese Millennial Consumers.

  1. 1. Evaluation of Factors Affecting the Decision-Making Process of Sneaker Purchase among Chinese Post 90s Consumers

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Siyi Chen; Tuoyu Liu; Yuhao Su; [2022]
    Keywords : Sneaker; Chinese consumer; Five-stage consumer decision-making process; Sneaker market; Consumer behaviour;

    Abstract : Title Evaluation of Factors Affecting the Decision-Making Process of Sneaker Purchase among Chinese Post 90s Consumers. Background Sneakers have become an essential part of the younger generation's wardrobe in today's society, reflecting the millennial drive for comfort and leisure. READ MORE

  3. 2. Antecedents of Chinese millennial consumers' purchase intentions via following influencers' recommendations: the sports goods industry

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Xiangru Meng; Yue Xiao; [2020]
    Keywords : Influencer marketing; Chinese millennials; TTI model; purchase intention; sports industry;

    Abstract : Background In recent years, with the rapid development of e-commerce in China, various online media and digital social platforms have attracted more users, and online marketing has gradually replaced traditional marketing strategies. The increasing frequency of online shopping by Chinese consumers, especially millennials, presents a huge opportunity for influencer marketing. READ MORE

  4. 3. Research on Chinese Millennial Consumers’ Perception of Co-branded Fashion Collections

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Huashuai Yang; Yusi Zhang; Zijie Zhou; [2020]
    Keywords : Co-branding; Fashion Industry; Chinese Millennial Consumers;

    Abstract : Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. READ MORE

  5. 4. Analysis of Chinese millennial consumers' preference for online advertising channel in China

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Liwen Zhang; Jinjing Song; Xinyu Li; [2020]
    Keywords : Online advertising channel; preference; preference difference; Chinese millennial; Taobao user;

    Abstract : An increasing number of foreign companies want to enter the Chinese market. Online advertising is one of the indispensable means of the company's operation and marketing, and foreign companies poorly understood the online advertising channels in China. READ MORE