Sustainability of Sustainable Fashion Products and Impact of Brand Names and Cause-Related Marketing on Purchase Intention

Sookhyun Kim; Hyunshin Na

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Sustainability of Sustainable Fashion Products and Impact of Brand Names and Cause-Related Marketing on Purchase Intention

机译：可持续时尚产品的可持续性以及品牌名称和与因果相关的营销对购买意愿的影响

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Te purpose of this study is to measure the equity of sustainability of sustainable fashion product types, to examine consumers’ purchase intentions, and to study the efect of brand names and cause-related marketing on the product types. Te diferences among beneft-sought segments on the above variables were also tested. Te results show that the highest equity of sustainability did not generate the highest purchase intention. Cause-related marketing signifcantly infuenced the purchase intention on some selected product types regardless of brand names. Beneft-sought groups showed signifcantly diferent equities of sustainability, purchase intention, and efects of brand names and cause-related marketing.

机译：这项研究的目的是衡量可持续时尚产品类型的可持续性的公平性，研究消费者的购买意愿，并研究品牌名称和因果营销对产品类型的影响。还测试了针对上述变量的客户需求细分中的差异。结果表明，最高的可持续性权益并没有产生最高的购买意愿。与因果相关的营销明显影响了某些选定产品类型的购买意向，而与品牌名称无关。善待利益的团体表现出明显不同的可持续性，购买意愿，品牌名称和与因果相关的营销效果。

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《AATCC Journal of Research》 |2016年第4期|共12页
作者
Sookhyun Kim; Hyunshin Na;
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正文语种 eng
中图分类化学工业;
关键词
Beneft-sought; Brand Efect; Cause-related Marketing; Sustainability; Sustainable Fashion;

机译：利益追求;品牌效应;因果营销;可持续性;可持续时尚;

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1. Sustainability of Sustainable Fashion Products and Impact of Brand Names and Cause-Related Marketing on Purchase Intention [J] . Sookhyun Kim, Hyunshin Na AATCC Journal of Research . 2016,第4期

机译：可持续时尚产品的可持续性以及品牌名称和与因果相关的营销对购买意愿的影响
2. Effects of consumer-cause fit and consumer-product fit of cause-related marketing on product purchase intention [J] . Sung Hyein, Kim Junyong, Choi Hyewon Journal of Consumer Behaviour . 2021,第3期

机译：消费者造成的效果和消费 - 产品适应与造成相关营销对产品购买意图的影响
3. Cause-related marketing, product innovation and extraordinary sustainable leadership: the root towards sustainability [J] . Michael Christofi, Erasmia Leonidou, Demetris Vrontis Global business & economics review . 2015,第1期

机译：与因果相关的营销，产品创新和非凡的可持续领导力：可持续发展的根源
4. Spreading the culture of a sustainable manufacturing of eco-fashion products - Focus on international brands that make the synergy between fashion design and sustainability their success [C] . Clara Ceppa International Conference on Frontiers of Manufacturing and Design Science . 2014

机译：传播了生态时尚产品可持续制造的文化 - 专注于制造时尚设计与可持续发展的协同作用的国际品牌
5. Analysing the Impact of Luxury Fashion Brands' Firm-Generated Content on Consumer's Attention, Attitudes and Purchase Intention in China, and the Moderating Effects of Involvement [D] . Yao, Yao. 2021

机译：分析奢侈品时尚品牌企业生成内容对消费者注意力，态度和购买意图的影响，以及参与的调节效果
6. Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers’ Purchase Intention [O] . Shenghong Ye, Yunxiao Liu, Suizi Gu, 2020

机译：给商品或给钱？与造成相关营销方法对消费者购买意图的影响
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Sustainability of Sustainable Fashion Products and Impact of Brand Names and Cause-Related Marketing on Purchase Intention

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