Chinese Ethnic Identification and Conspicuous Consumption
Abstract This study is an investigation of the moderating and mediating effect of acculturation dimensions on the relationship between Chinese identification and conspicuous consumption by ethnic Chinese consumers in Canada. The research site was Toronto, Canada. A survey methodology was applied and a total of 254 Chinese Canadian respondents participated. The results revealed a strong relationship between Chinese identification and conspicuous consumption. Some mediating effect of two acculturation dimensions on the proposed relationship was also found in this study.
Since the beginning of this century,private brand has become one of the distinguishing features of the chain store in Shanghai.Based on an empirical research,private brand has penetrated in fast all modern retailer's types in Shanghai,and shown different characteristics in retailer's type,category,position/competition,brand strategy and marketing-mix.This paper discusses the industry policy suggestions at the macro-level on one hand,and the marketing implications for chain store on the other hand.