Luxurymarket in china Dissertation Example | Topics and Well Written Essays - 8000 words

Luxurymarket in china - Dissertation Example After testing the relationship between independent variables (i.e. â€Å"CSR†, â€Å"CA†, and â€Å"CSR + CA†) will significantly affect the dependent variables (i.e. â€Å"willingness to purchase† and â€Å"willingness to pay a premium price†), the research findings show that only CA can directly affect the Chinese consumers’ willingness to purchase and willingness to pay a premium price for luxury clothing brands in China. Since the Chinese consumers expect luxury fashion clothing brands exert an effort to become socially responsible, this study highly recommends that the luxury clothing companies should develop and implement a â€Å"high-fit, proactive initiatives† in order to strengthen their corporate and brand image, increase the customers’ brand loyalty, build a stronger relationship with the community members, establish trust among the public consumers, and increase the overall satisfaction of the customers. Table of Con tents Executive Summary ............................................................................................................. 2 Table of Contents ................................................................................................................. 3 1. ... ............................................. 6 1.3 Research Questions .................................................................................... 6 1.4 Research Hypotheses ................................................................................. 7 1.5 Proposed Theoretical Framework .............................................................. 7 1.6 Assumptions .............................................................................................. 8 1.7 Rationale for Selecting the Research Topic ............................................... 8 1.8 Scope and Limitations of the Study ........................................................... 9 2. Literature Review ..................................................................................................... 10 2.1 Basic Information about Corporate Social Responsibility (CSR) ............. 10 2.2 Impact of CSR Initiatives on Consumer Behaviour, Intention to Purchase, and Intention to Pay a Premium Price for Luxury Items ........... 12 2.3 Conditions that will make CSR Initiatives Create a Positive Impact on Consumers’ Purchasing Behaviour .............................................................. 16 2.4 CSR Initiatives of Well-Known Luxury Clothing Brands ......................... 19 2.5 Chinese Consumers’ Perception on CSR Initiatives .................................. 20 3. Research Methodology ............................................................................................. 21 3.1 Research Methodology .............................................................................. 21 3.2 Population and Sample Size ...................................................................... 22 3.3 Research Analysis