Marilyn Delong, Mingxin Bao, Juanjuan Wu, Huang Chao and Meng Li
This study focuses on perceptions of registered brands sold in Shanghai. Brand identity has been studied in Western settings; this study expands understanding of brand identity…
Abstract
This study focuses on perceptions of registered brands sold in Shanghai. Brand identity has been studied in Western settings; this study expands understanding of brand identity from a Chinese perspective. Chinese shoppers in Shanghai shopping malls were asked to compare US and Chinese brands in a survey about their perceptions of product attributes, brand identification and store environment. In the analysis of data, US brands were evaluated more positively than Chinese on attributes of design innovation, workmanship, brand image, service, and display of products, while Chinese brands received more positive marks on fit and price satisfaction. Low brand loyalty among the Chinese shoppers meant that brand image and competition among brands are keen. To remain competitive, US companies which plan to increase their market in China need to pay attention to product quality and how brand identity is interpreted within Chinese culture.
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Marilyn Delong, Juanjuan Wu and Mingxin Bao
The objective was to provide research‐based insights from two groups of respondents as to their perceptions, preferences and desire to purchase Chinese – influenced Western dress.
Abstract
Purpose
The objective was to provide research‐based insights from two groups of respondents as to their perceptions, preferences and desire to purchase Chinese – influenced Western dress.
Design/methodology/approach
Ten images of models in designer clothing were selected that varied in degree of Chinese influence. College students from a US and a Chinese university, numbering 55 and 56 respectively, were asked to respond by ranking each image to discern their perceptions of ethnic influence and their preferences for and desire to purchase each of the ten images. Responses were compared and analyzed.
Findings
A conclusion based upon analysis of responses was that degree of Chinese influence was less critical than the aesthetic character of the form itself. Some disagreement occurred in respondent's highest ranked preferences. Regarding preference and desire to purchase, US respondents ranked them similarly, while Chinese students ranked them differently.
Research limitations/implications
The sample was confined to College students with similar majors in the two countries. Limiting the sample in this way offered control in age and interest, but also limited application of results.
Practical implications
This study addressed the perceptions, preferences and purchasing desires for dress with Chinese influence in a cross cultural perspective. Respondents in this study preferred effective design of the whole image and not simply a borrowing of disparate ethnic attributes.
Originality/value
Results provide a managerial guide for ethnic fashion marketers.
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Guangkai Sun, Yang Hu, Mingli Dong, Yanlin He, Mingxin Yu and Lianqing Zhu
Soft robotics is a burgeoning field owing to its high adaptability and safety in human–machine interaction and unstructured environments. However, the feedback control of soft…
Abstract
Purpose
Soft robotics is a burgeoning field owing to its high adaptability and safety in human–machine interaction and unstructured environments. However, the feedback control of soft actuators with flexible sensors is still a challenge.
Design/methodology/approach
To address this issue, this study proposes an optical fibre-based sensing membrane for the posture measurement of soft pneumatic bending actuators. The major contribution is the development of a flexible sensing membrane with a high sensitivity and repeatability for the feedback control of soft actuators. The characteristics of sensing membrane were analysed. The relationship between wavelength shift and bending curvature was derived. The curvatures of soft actuator were measured at four bending status, and the postures were reconstructed.
Findings
The results indicate that the measurement error is less than 2.1% of the actual bending curvature. The sensitivity is up to 212.8 pm/m−1, and the signal fluctuation in repeated measurements is negligible. This approach has broad application prospects in soft robotics, because it makes the optical fibre achieve more strength and compatible with soft actuators, thus improving the sensing accuracy, sensitivity and reliability of fibre sensors.
Originality/value
Different from previous approaches, an optical fibre with FBGs is embedded into a multilayered polyimide film to form a flexible sensing membrane, and the membrane is embedded into a soft pneumatic bending actuator as the smart strain limited layer which is able to measure the posture in real time. This approach makes the optical fibre stronger and compatible with the soft pneumatic bending actuator, and the sensing accuracy, sensitivity and reliability are improved. The proposed sensing configuration is effective for the feedback control of the soft pneumatic bending actuators.