Along with the rapid development of China’s economy, the consumption of China’s consumer has also been increased. This research explores whether China’s consumers concern about product’s packaging as much as product’s quality and brand influence. It also discusses whether the product packaging is marked with recyclable logo on it and whether the packaging is harmful to human health. China’s express industry is taken as an example in this research. According to the statistics by State Post Bureau, the total amount of China’s express business was 14 billion packages in 2014, and the volume was substantially increased to 20.67 billion packages. If each package was estimated as 0.2 kg, more than 4 million tons of packaging waste would come from 20 billion packages. Recyclable packaging material would reduce the amount of waste and alleviate environmental pollution. However, whether customers are willing to pay for it is a problem. Product packaging can’t only attract customers from the visual perspective, but needs to be developed through multi-dimensional sensory conveying method. The product itself can be expressed directly through simple packaging. For instance, the Apple Inc. does not only shift consumer’s thoughts on mobile phone, meanwhile, it makes a change on high-end brand mobile phone packaging for China’s consumers. Prior to the emergence of Apple mobile phone, high-end mobile phone brand was adopted luxurious and sophisticated packaging method. With the entrance of Apple into China’s market, the unique style of Apple’s simplicity is followed by other mobile phone brands. This research is elaborated on China’s consumer’s reaction on innovative ecological packaging and their cognition to food packaging security. It also gives inspiration to enterprises how to catch consumer’s eyeballs through innovative ecological packaging and further make enterprises access to benefits.

World Advertising Research Center forecasts that internet advertising will overtake on TV advertising in 2016. The internet will become the largest advertising platform. The form of advertising is continually changing as time changes and technological progress, but the essence of advertising which widely inform information needs have never changed. With declining of advertising credibility, more and more young people prefer to get product information from friends or virtual friends online. Providing a good opportunity for enterprises to employ e-WOM when they making the marketing strategy. Prior to the initiation of new marketing activities, the majority of companies make great efforts to figure out a means of collecting all-round information on overseas target markets and global consumers for the purpose of strengthening competitiveness and then further increasing market share and enterprise benefits. The concept of customer equity has been introduced as a tool to continuously secure customers and create profits in the future. Globalization trends have attached great importance to altering the structure of the fashion industry. In particular, with expectation of conducting innovative marketing, companies engaged in SPA brands are gradually developed into global companies. Furthermore, corporate profitability is very sensitive to consumers’ attitudinal changes due to the short trend cycle of SPA brands. Most of our behaviors are predicated on the attitudes and behaviors of the others. The influence of loyal customers may turn potential customers into loyal customer owing to high customer equity. That is to say, companies may obtain more profits through higher customer equity. The study aims to explore the relationships among social influence, social learning, e-WOM and customer equity. The results of the study can be summarized as follows. First, the study elaborates on the relationships among social influence, social learning, e-WOM and customer equity. Second, by comparing the economic and cultural differences between South Korea and China, the study found the social influence has a positive influence on customer equity in different ways between the two countries.

Recently, more and more consumers have changed from shopping in a single channel to multi-channel. Therefore, maintaining a long-term customer relationship becomes an important issue for retailers in this complex shopping circumstance. This study decides to understand how online retailers keep their valuable consumers in current store and even duplicate the original relationship to an extended channel.

This paper examines the co-creation of human brands identities exemplified by celebrities in a stakeholder-actor approach. By bringing together the theoretical web of service-dominant logic, stakeholder theory, actor-network theory, and consumer culture theory, we argue that human brand identities are co-created by multiple stakeholder-actors that have resources and incentives in the activities that make a up an enterprise of a human brand, including the celebrities themselves, consumer-fans, and business entities. By utilizing an observational, archival netnographic data from popular social media channels, four exemplars of celebrity identities from the Philippines demonstrate the co-creation of human brands. Findings illustrate key stakeholder-actors’ participations, production and consumption, and integrations of resources and incentives in the co-creation process as articulated in social media. The co-creation process happens through sociological translations codes namely: social construction and negotiation of identities, parasocialization, influence projection, legitimization, and utilization of human brand identities. These dynamics of human brand identity advance a stakeholder-actor paradigm of service co-creation that is adaptive to the predominant consumer culture and human ideals that surround the celebrity. Implications and future research on celebrity brand marketing management are discussed.

There has been an increasing trend of using code-switching to enhance ad persuasion among local and global brands. Ads that include two or more languages are referred to as code-switched ads (Luna and Peracchio 2005a; 2005b). It is noted that previous studies investigating code-switched ad effectiveness have focused on bilinguals, not monolinguals. Due to the emerging use of code-switching in ads in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among the monolinguals. The purpose of this study is to investigate the moderating role of consumer local-global identity in the effectiveness of code-switched ads among monolinguals. Two experiments were conducted and the results confirmed our hypothesis that consumer local-global identity moderates the effect of code-switched ads. The results indicated that congruence between consumer local-global identity and code-switching enhanced persuasiveness. In addition, the mediating effect of ad involvement was identified. These findings provide managerial implications for marketers.

With its fast growing economy and huge population, China has become one of the most lucrative markets for luxury brands (Zhan and He 2012). In fact, China has surpassed Japan and become the No.1 luxury products spender in the world, accounting more than one-quarter of the global luxury brand expenditure (Artsmon et al. 2012). Chinese middle-class consumers thus have become important targets of luxury brands (Zhan and He 2012). However, China’s culture is different from Western cultures (Li, Li and Kambelle 2012), and Chinese luxury consumers have their distinctive characteristics (Buchwald, 2015). Therefore, Chinese luxury consumption may not follow the trends of Western world (Li, Li and Kambelle 2012). Previous studies have explored Chinese luxury consumers’ perceptions and receptivity of luxury brands in different cultural contexts (Bian and Forsythe 2012; Wang, Sun and Song 2011; Zhan and He 2012; Wang, Sun and Song 2011; Li, Li and Kanbelle 2012; Oswald 2010, Li and Su 2007; Wang and Ahuvia 1998). However, all those studies have only investigated luxury brands’ marketing strategies in traditional offline worlds. With the emergence of digital technology, luxury brands have started building presence in online world through different digital marketing strategies (Okonkwo 2009). Among all the digital marketing tools, social media marketing has become an increasingly important marketing communication weapon (Kim and Ko, 2012). While the luxury brands have widely accepted social media marketing, the academic research largely lags behind, Only limited number of studies have examined luxury brands’ social media marketing strategies (Tynan, McKechnie, and Chhoun, 2010; Kim and Ko, 2012). No study, to the authors’ knowledge, has been conducted to investigate luxury brands’ social media marketing strategies in connecting with Chinese consumers. In addition, previous studies on luxury brands marketing have conducted either quantitatively (Bian and Forsythe 2012; Wang, Sun and Song 2011; Zhan and He 2012; Wang, Sun and Song 2011; Li, Li and Kanbelle 2012) or qualitatively (Oswald 2010, Li and Su 2007; Wang and Ahuvia 1998) from either consumers’ or marketer’s perspective. In order to fill the research gaps, the current study is designed to explore the phenomenon with a mixed method by integrating both marketers’ social media marketing strategies and consumers’ interpretation of those marketers’ social media marketing in the contextof China. Specifically, a quantitative content analysis was conducted to examine marketers’ social media marketing strategies on a Chinese social media platform: WeChat; in the meanwhile, a qualitative study was conducted to explore Chinese female affluent consumers’ interpretations of those social media strategies transmitted via WeChat. Based on the research purpose, two overarching research questions were proposed: R1: Do Western luxury brand use social media platform of WeChat to build social presence, create self-presentation or interact with consumers? R2: What are Chinese female affluent consumers’ perceptions and interpretations of luxury brands’ social media marketing communication strategies via WeChat? Methodology The current study used a mixed methodological approach (Creswell 2014). Specifically, a quantitative content analysis (Krippendorff 2012) and a phenomenological study (Creswell 2012) were conducted to investigate luxury brands’ social media marketing communication strategies via WeChat and Chinese female affluent consumers’ perception toward those marketing communication strategies. Initial Findings Study 1 So far, 50% (N = 60) of the sample was analyzed. RQ1 asked about the luxury brands’ marketing communication strategies. The initial frequencies of each coded variable are reported in Table 1. Table 1. Frequencies of Coded Variables The results showed that more than half of the coded messages had images, showed products/brands in images or videos, provided event, discount and other promotional information, described products’ physical features and attributes, contained celebrities, sought action-based participation, and applied hyperlinks. The initial data suggest that a major use of social media in luxury brand advertising is to build the brand’s social presence by extensively using visuals. Images were found in 44 messages, and 25 of them used 6 or more images. Most of these images showed products or brands. Video also appeared in 14 messages. The initial results also suggest consumer interaction and engagement is restricted to the lowest level. The two major ways of interaction were hyperlinks and action-based participation. A close examination showed that these two were often used together. A hyperlink used anchor text that contained a call for action-based participation, like “read more,” “get the coupon,” etc. A lot of these actions related to consuming content, like reading, downloading or sharing, which is the lowest level of brand related-activeness on branded social media sites (Muntinga, Moorman, and Smit 2011).Additionally, product/brand information and physical features and attributes were frequently mentioned, suggesting that luxury brands use social media for information dissemination. WeChat has a large size of active users, and self-disclosure of information on social media can create a sense of close relationship (Kaplan and Haelein, 2010). High product quality, especially in terms of design and craftsmanship were frequently addressed, suggesting that that social media are used to communicate the nuances of brand’s social meanings. For example, some messages described the conceptualization of the design, the processing of handcrafting, and the meaning of the design, etc. These deeper meaning of a brand is often left out of traditional methods of advertising because of limited space or time. Celebrity was one of the major methods to create social meaning, suggesting that luxury brands use social media to leverage parasocial interaction between celebrities and consumers. Parasocial interaction refers to consumers’ perception of personal relationship with media personalities (Men and Tsai 2013). Among the sample messages, there were interviews with famous designers, advices and recommendations from celebrities about luxury brand and fashion, etc. These messages offer an opportunity for consumers to connect with celebrities, and subsequently, associate luxury brands with these iconic figures (McCraken, 1989). All in all, Western luxury brands largely use social media to build social presence, disseminate information, and communicate brand’s social meanings. Luxury brands frequently interact with audiences on social media but the level of consumer engagement is restricted. Study 2 The participants’ interpretations of WeChat provide a unique context and form a crucial referential framework for them to interpret luxury brands’ marketing communications on this particular social media platform. Specifically, the themes that emerged regarding those Chinese female affluent consumers’ perceptions of the social medium are an intimate friend vs. an everyday assistant, simple vs. complicated, and stickiness vs. interactivity; and, the themes regarding the participants’ interpretation of luxury brands’ marketing communications include inactive, conservative, and distance. Based on their own experiences of social media marketing and from consumers’ perspectives, the participants also provided insightful suggestions for luxury brands to improve their social media marketing to better connect with their consumers. Interpretation of WeChat An Intimate Friend vs. An Everyday Assistant According to the participants, their usage and composition of friends on WeChat has kept changing and evolving. At the initial stage of their usage, all the friends on WeChat were family members and close friends. At that time, WeChat constructed a small, closed, and intimate social circle for them to communicate, socialize, and entertain themselves and their WeChat friends in a carefree and relaxing way. In this sense, WeChat is like a good friend, who can accompany them and chat with them whenever they need him/her. Later, with the number of WeChat friends increasing and expanding, the composition of theirWeChat friends has also become complicated: different social relationships have been added to their WeChat friend list. Accordingly, based on the closeness and remoteness, they categorize their WeChat friends and communicate and socialize with them in a more cautious and delicate way. In this sense, WeChat has also changed to an office assistant who helps them to manage and maintain their social relationships. Simple vs. Complicated With the change of WeChat and the revolution of participants’ usage and experiences, in the life-worlds of the participants, WeChat has transformed from a simple chatting app to a multi-functional personal service hub. At the initial usage of stage, according to the participants, the major function of WeChat is a chatting app to communicate with their friends conveniently. Later, with more functions to be added to WeChat, WeChat has evolved to a complicated personal service hub to serve various personal and commercial purposes for the participants. Stickiness vs. Interactivity According to the participants, WeChat is a unique social media platform with high stickiness but low interactivity. The participants indicated that they use WeChat all the time, and they have to check their WeChat numerous times during a day. In other words, WeChat is considered as a high frequency social media app. In the meantime, the participants felt that WeChat is lacking interactivity when comparing to other social media platforms such as microblogging. They stated that the possible interactive activities on WeChat are very limited. In other words, in the life-world of the participants, WeChat is perceived as a less reciprocative social media platform. Interpretation of Luxury Brands’ Marketing Communication on WeChat Inactive According to the participants, the luxury brands’ WeChat public accounts are less active than other brands’ public accounts. Those luxury brands’ WeChat public accounts post information less frequently and seldom interact with followers. This is actually put those luxury brands in a relatively negative marketing position on WeChat. The participants indicated that they follow many public accounts. Because the luxury brands’ public accounts are not very active, without constant reminder, the followers may gradually forget about those luxury brands’ public accounts and stop checking their accounts’ updates. Conservative In addition to be seen as inactive, the luxury brands’ WeChat public accounts are also perceived to be conservative. According to the participants, compared to other brands, luxury brands’ WeChat public accounts are too serious, less interesting, and lacking entertainment. The participants felt that the luxury brands are very cautious and careful regarding their WeChat presence. Therefore, their WeChat posts are generally too conservative and formal, lacking creativity and uniqueness. As a result, the participants couldn’t remember any impressive and unforgettable post from those luxury brands’ WeChat public accounts.Distance In the participants’ eyes, the luxury brands are perceived to intentionally keep a certain distance from WeChat users. The participants felt that on the one hand the luxury brands are trying hard to connect with their consumers on social media, on the other hand, they are also trying to preserve their luxury brand image on this media platform by alienating general WeChat users. However, the participants felt it is not easy for luxury brands to achieve those two purposes successfully on WeChat. Suggestion of Luxury Brands’ Marketing Communication on WeChat Based on their perceptions and experiences of luxury brands’ social media marketing, the participants offered several insightful suggestions for luxury brands to improve their social marketing endeavors to better connect with their consumers. According to the participants, the most important marketing communication strategy via social media that luxury brands could adopt is to collaborate with opinion leaders (Katz and Lazarsfeld 1957) on social media to humanize, personalize, and entertainize their marketing communications. As the participants indicated, there are many successful and popular personal fashion public accounts on WeChat which have millions of loyal followers. Those personal fashion public accounts usually have unique styles and characteristics that are attractive to and well-liked by their followers. Compared to luxury brands’ official public accounts, those personal public accounts are perceived more humanized, personal, and closer to consumers. In addition, those accounts also have more flexibility to be creative and entertaining thus providing a better social media experience for luxury brands’ consumers. For luxury brands’ own public accounts on social media, the participants suggested that those luxury brands should become more active on social media by posting messages more frequently and constantly reminding consumers of their social presence. In addition, the participants think those luxury brands should be more adventurous on social media by being more creative and expressing more entertaining spirit.

There may be not direct path from the psychological selection by the customers to the green behavior owing to the complexity of the green consumption. The specific mode of action still needs being further researched. This paper will research the specific path and mechanism of customer’s green consumption based on VBN theory. Based on a survey of Chinese respondents, environment values bring indirect influence to green customer behavior through individual belief or subjective norm intermediately. However, there are different paths from value to behavior. One path is that egoistic value-subjective norm-green customer behavior while another path is that altruistic value-environment beliefs-subjective norm-green customer behavior which really fits into previous research of VBN theory.

Lu Xun (1881‐1936), one of the foremost thinkers and writers in modern China, has been described by the official ideology as “materialist” and “Marxist” since the year of 1949; however, Lu Xun’s thoughts are actually much more complex than these depictions. Thinking critically on religious issues, Lu Xun put forward many unique perspectives. During the earlier stage, Lu Xun valued the religious function of salvation in the aspect of “saving morals and human minds of the time”, and applied it in his practice to cultivate humanity of the people and to reconstruct belief systems of the nation; in the later stage, he focused on certain elements of religious superstitions and the negative impact of religion on the lower classes, while his later views on religion also constituted an important part of his overall criticism on Chinese traditional belief systems. It is Lu Xun’s unswerving thoughts and practices to transform national characters that hold together his early‐stage ideas on religious culture and his thoughts in the late phase.

Fall of Vietnam is a Chinese work published in 1905 by Phan Bội Châu, the pioneer of morden enlightenment in Vietnam, which has been widely spread and has great impact in East Asia n the early twentieth century. However, the author has been considered Liang Qichao for a long time. The real author, Phan Bội Châu, has been confirmed till 1990s. This paper is to discuss why the author would be mistaken from the perspective of communication, and its meaning while being spread in China and so on. This paper suggests that this work has not ever been published separately, but always with The history of national subjugation in Vietnam Prequel and Brief Introduction of Vietnam by Liang Qichao. This unique publishing form is an important reason why the author has been mistaken for Liang Qichao, but as a result, also beneficial to spread. This work was written under the influence of Liang Qichao, which has in common with the political view of following the western example of social reconstruction, but retains the traditional moral principles when explaining the reason of the country’s destruction. There are overlap and difference in these three texts, which constitute a large text with Fall of Vietnam as core, played a unique role in the enlightenment in modern China.

The purpose of this study was to identify correlations among the continence function, cognitive function, and activities of daily living(ADL) in elderly male patients with dementia in geriatric hospitals. The subjects were 64 patients aged 65 or above who were diagnosed with dementia among the hospitalized male patients in a geriatric hospital. For the subjects' cognitive function, a questionnaire developed for the Korean Mini Mental Status Examination(K-MMSE) was used. For the continence function and ADL, data were collected using a patient evaluation table. As a result, a lower level of cognitive function resulted in corresponding higher levels of dependence in all items of ADL except bathing(p<.05), and a lower level of cognitive function led to corresponding declines in the continence function(bowel control, bladder control)(p<.01). In addition, a higher level of dependence in ADL resulted in corresponding higher levels of difficulty in bowel and bladder control(p<.01). This study showed correlations among the cognitive function, ADL, and continence function of elderly men with dementia. The results of this study may be used as basic data for the management and treatment of hospitalized elderly male patients with dementia in geriatric hospitals.

It is recognized that the global apparel market of the twenty-first century is largely profit driven, and that the majority of producers and retailers have sourced products from the lowest cost locations. Purchase tickets of fashion goods available from ‘fast’ fashion retailers (at least within the UK) refrain from providing the consumer with details of the full circumstances of production. It seems that the majority of major retailers and producers are not willing to engage in levels of self-regulation which could ensure that the products offered to consumers are ethically produced and offer acceptable levels of sustainability. Meanwhile many fashion consumers have the desire to purchase sustainable products, produced ethically by workers paid fair wages in safe working environments. Consumer demand could be a powerful tool to adjust the behaviour of manufacturers and buyers. This paper proposes the introduction of international legislation demanding greater degrees of transparency than exist currently and that the full sourcing and production details of fashion products are stated clearly on the product’s purchase ticket within its retail setting. With the introduction of such legislation, consumers could thus be given the opportunity of purchasing goods which they feel accommodate their own views on ethical manufacture and sustainable products. In turn, consumer pressure could ensure indirectly that retail buyers consider all ethical and sustainable aspects of production when negotiating with garment producers/suppliers. Further to this, such a negotiating stance could ensure the improvement of the terms and conditions of employment of the numerous garment workers worldwide.

The global economic and financial conditions in 2010 and 2011 were positive and the business trade grew at about twice of the rate of that in 2009. The container shipping players started to enjoy a new chapter of international business trade having struggled to operate their vessels since 2008. So we now have to consider if the shipping business will return to its old strategy? What will happen to the container shipping sector in 10 years from now still remains uncertain. Recently, the uncertain situation globally has been giving shipping companies in difficulty the opportunity to make decision as to whether it is necessary to use super slow steaming for containerships. Therefore, the aim of this study is to analyse the necessity of super slow steaming on containerships despite such uncertainty. A Fuzzy Rule-based Bayesian Reasoning method has been used which incorporates the membership function and 14 selected nodes. Finally, the outcome of this study is 48 rules which have been proposed to assist shipping companies in their decision making processes when dealing with the dynamic business environment. Each rule gives a clear-cut understanding of the result which is able to be applied to real situations the containership industry faces.

The present work reports a systematic study of using carboxymethylated cellulose (CMC) as water-bornebinder to produce Li4Ti5O12-based anodes for manufacture of high rate performance lithium ion batteries. When theLTO-to-CB-to-CMC mass ratio is carefully optimized to be 8:1:0.57, the special capacity of the resulting electrodes is144 mAh·g−1 at 10 C and their capacity retention was 97.7% after 1000 cycles at 1C and 98.5% after 500 cycles at5C, respectively. This rate performance is comparable or even better than that of the electrolytes produced using con-ventional, organic, polyvinylidene fluoride binder.

Expensive handbags, in particular, luxury designer handbags are incredibly popular among fashionable women. This is why many fashion houses such as Chanel and Hermes offer handbags as another product line as part of their accessories category (Juggessur, 2011). Some retailers claim that owning a luxury designer handbag worth more than £1,000 can make financial sense to middle-class women, who may not spend as much on clothing, but view an expensive luxury designer handbag as an investment piece which can be used every day, adding a touch of glamour (Juggessur, 2011). The global handbag market encompasses exceedingly dynamic players and an expanding consumer base, which is expected to flourish due to increasing demand from emerging markets and strong performances by the international luxury brands (Digital Luxury Group, 2013). The top 10 markets for luxury handbags, collectively gathered over 120 million online searches, demonstrating substantial global demand for the world’s most covetable luxury items (Digital Luxury Group, 2013) (see Figure 1) . Figure 1: demand of luxury handbag globally (Digital Luxury Group, 2013) The country subjects are UK and Indonesia. Despite the fact that both of Indonesia and UK are reflected as positive luxury market (Digital Luxury Group, 2013; Euromonitor, 2014), both of the countries have differences which may lead to different motivation of luxury purchase. Indonesia is emerging market, while UK is a mature market. The rise of emerging market makes difference. Back then, individualist country is more refer to western developed countries, while collectivistic country is refer to eastern developing countries (Hofstede, 2011; Shukla, 2012). Nowadays, emerging countries are catching up with developed countries (Nielsen, 2013). Increasing exposure to global media and the depiction of western lifestyles in local media seem to have increased the desire for high-quality goods and services among consumers in emerging markets (Belk, 1999). With regards to luxury products and services, studying the consumption patterns in emerging markets is particularly important due to the phenomenal growth of luxury consumption among consumers in these markets (Shukla, 2012). For example, according to Bain and Company (2012), 85 per cent of all luxury stores will be opening in emerging markets over the coming decade. Moreover, recent studies highlight the significantly strong influence of the materialism trait with luxury consumption in emerging markets (Lertwannawit and Mandhachitara, 2011; Podoshen et al., 2011). As predicted by BCG (2010), in 2015, emerging-market cities will account for around 20 per cent which is $2.6 trillion of the total global consumption of clothing and house as a priority of future expenditures. The key consumer base for luxury goods has long since left Europe, moving West to the United States, but also East to the Gulf States and Asia, and South to Latin America, particularly Brazil (Business of Fashion, 2014). Luxury companies are no longer focusing for mature market. However, luxury goods enable consumers to satisfy their material as well as socio-psychological needs to a greater degree than regular goods (Vigneron and Johnson, 2004; Wiedmann et al., 2009). Luxury brands are one of the most profitable and fastest-growing brand segments, yet at the same time, the social influences associated with luxury brands are poorly understood and under investigated (Shukla, 2010; Wiedmann et al., 2009; Tynan et al., 2010). Increasing exposure to global media and the depiction of western lifestyles in local media seem to have increased the desire for high-quality goods and services among consumers in emerging markets (Belk, 1999). With regards to luxury products and services, studying the consumption patterns in emerging markets is particularly important due to the phenomenal growth of luxury consumption among consumers in these markets (Shukla, 2012). From those passages, it can be inferred that emerging market countries are the targets of luxury brand companies to invest in the market. Culture is changing: The rise of Emerging Market As previously discussed in the second chapter, when the political, societal, and economic environments change, people's cultural values also change. Thus, many cultural theories should be updated and re-evaluated periodically. Hence, Wu (2006) said that Individualistic vs. Collectivistic Dimension theory is no longer applicable. Additionally Saiq et al. (2014) said that Hofstede’s Individualistic Dimension work is too old and can’t be effectively implemented in the era of rapidly changing environment, convergence and globalization. The arguments by Wu (2006) and Saiq et al. (2013) is supporting Bian and Forsythe (2012) which argue that culture is changing as a consequence of the increasingly global economy especially in emerging market, converging in the direction of greater individualism. As a result, collectivist societies might adopt some individualistic elements, but this would not change their societal identity or their social label as a collective society (Bian and Forsythe, 2012). The contrasts between few contemporary studies of luxury value perception in Individualistic vs. Collectivistic Country (Bian Forsythe; 2012, Li et al, 2012; Shukla and Purani, 2012) (see Table 1) are leading to confusion in understanding value perception on luxury purchase between individualistic country vs. collectivistic country. For an instance, according to Li et al. (2012), a collectivistic country (China) has high consideration of functional value dimension for luxury purchase, but according to Shukla and Purani (2012), a collectivistic country (India) has low consideration of functional value perception for luxury purchase. Another example, according to Bian and Forsythe (2012), an individualistic county (US) consider high personal and social value dimension for luxury purchase, but according to Shukla and Purani (2012), individualistic country (UK) consider low personal and social value dimension on the luxury purchase. The study results were supporting a statement of Shukla (2012) that culture is not static and it keeps changing Table 1: The contrast between study results about value perception across culture Impact on the Future Brand Strategy Consumer value plays as critical role at the heart of all marketing movement and hence undoubtedly deserves attention of every consumer scholars (Holbrook, 1999) especially, in the next decade, customer is predicted as the key orientation of luxury business (BCG Report, 2014) (see Figure 2). The current crisis in luxury marketing area is encouraging companies to look more deeply into the links between consumers and luxury brands (Godey et al., 2013). Consumption of luxury products is based on two main reasons: the purchase for one’s self, for pleasure and purchase as a symbol of success (Godey et al., 2013). Nevertheless, whatever the perspective chosen, the brand remains the main vehicle for connecting with the consumer (Godey et al., 2013).To understand the right brand strategy, the purpose of this study is to identify the constructs of perceived peer communication in social media activities of luxury fashion brands, and to evaluate the influence of those activities on purchase intention in the UK and Indonesia. This research will propose a strategy to enhance brands' performance by defining specific factors relating to purchase intention. Moreover, the findings will enable luxury brands to forecast customer purchasing behaviour. The full conceptual model of this study can be found on Figure 2. Figure 2: The conceptual model of the study Methodology Steenkamp and Baumgartner (1998) suggest using a structural equation modelling approach for cross-culture study. SEM analysis has been successfully applied by many scholars to measure luxury value perception (Bian & Forysthe, 2012; Shukla, 2012; Casidy, 2012; Monkhouse et al., 2013; Hennigs et al., 2013). The structural equation design of this study is illustrated on Figure 3. The method of self-completion questionnaire allows for a greater geographical coverage than face-to-face interviews without incurring the additional costs of time and travel and they are particularly useful when carrying out research with geographically dispersed populations (Seale, 2012). Self-completed questionnaires were distributed to thirty students with snowball sampling by online survey to each country (UK and Indonesia) and twenty valid samples were utilised from each country. Criterion sampling strategy reviews all cases that meet predetermined criteria (Patton, 2002). Both criterion and snowball sampling techniques were components of a purposeful sampling strategy designed to identify participants with this criteria: A. Originally from and live in Indonesia or originally from and live in the UK. B. Having experience in purchasing at least one of luxury handbag. Figure 3: The structural equation design of the study Result There are significant differences of value perception on luxury handbag between Indonesian consumers and UK consumers. Indonesian consumers are highly influenced by Social Value Perception while British consumers are less influenced by Social Value Perception when buying luxury handbags. British luxury handbag consumers are more focusing on the Functional Value Perception which is not much considered by Indonesian consumers. However, consumers from both countries are highly influenced by Personal Value Perception.

The 47th Session of the UNCITRAL finalized the draft Convention on Transparency in Treaty-based Investor-State Arbitration. It aims to provide a mechanism to allow the UNCITRAL Rules on Transparency to be applied to investment dispute arbitrations mandated by investment treaties concluded before April 1, 2014. This paper intends to examine these UNCITRAL Rules on Transparency and the draft Convention on Transparency. It is particularly in contrast with the relevant rules in the NAFTA, the U.S. Model BIT 2012 and the ICSID Rules 2006, to see if transparency can be enhanced in treaty-based investor-State arbitrations and to extrapolate the implications of the Rules on Transparency and the draft Convention for China’s strategy in BIT or FTA negotiations amid the trendy advancement of transparency standards.