Straw board is renewable natural building material with the advantages of green environmental protection, strong applicability. But it hadn't been promoted because of many reasons such as technology and economy. Through the analysis ofthe unique advantages and the recent new cases of straw board buildings in Harbin, and the current obstacles to application. The effective ways and the feasible solutions to promote sustainable straw board buildings are summarized.

다양한 중등학교 과학교과서 동해 해류도의 통일이 최근에 완성됨에 따라 황해와 동중국해의 해류도 제작에 대한 요구가 증대되고 있다. 이 연구는 그 첫 단계로서 과학 논문과 2014년 현행 교과서의 해류도들을 분석하여 향후 황해와 동중국해의 통일된 해류도를 제작하는 과정을 촉진시키고자 하였다. 우선 교과서와 과학 논문의 아날로그 해류도들을 수치화하여 해류도의 특성을 정량적으로 조사하였고 해류도들을 상호 비교하였다. 쿠로시오해류, 대만난류, 대마난류, 황해난류, 중국연안류, 한국연안류, 양쯔강 유출류와 같이 황해와 동중국해의 해류들을 선정하고 정의하였다. 이 해류들의 경로를 조사하기 위하여 18개의 세부 항목을 만들고 이를 분석에 활용하였다. 각 세부항목에 대하여 교과서와 과학 논문 해류도들을 분석한 결과, 교과서 해류도들은 과학 논문으로부터 획득한 해류에 관한 최근의 지식과 상당한 차이를 나타내었다. 또한 황해와 동중국해 해류는 계절에 따라 크게 변화하므로 해류 전문가들의 활발한 토의를 통하여 교과서 해류도를 적어도 여름철과 겨울철로 구분하여 제시해야 할 것이다.

본 논문은 1991년 4월부터 2013년 9월까지의 중국의 상해, 심천 및 홍콩주식시장의 주간 지수자료를 이용하여 중국대륙의 두 시장과 홍콩 시장간 수익률 상호연관성의 정도를 분석하였다. 특히 1997년 7월 1일 에 있었던 홍콩의 중국반환 이전과 이후를 구분하여 비교하였는데, 상 관분석, 그랜저인과분석 및 GARCH(1,1)모형을 이용한 분석결과는 상해 와 심천주식시장은 모든 기간에 걸쳐 상호연관성이 강하게 나타났으며, 홍콩주식시장과 중국본토의 주식시장 간에는 홍콩반환 이전에는 상호연 관성이 없는 움직임을 보였으나 홍콩반환 이후에는 상해주식시장과 심 천주식시장이 홍콩시장에 상당한 영향을 끼쳤으며, 홍콩시장 또한 상해 주식시장과 심천주식시장에 영향을 준 것으로 나타났다. 한편 상해 및 심천주식시장은 홍콩시장에 비해 시장의 충격에 아주 민감하게 반응을 보였으며, 충격 후 회복도 빠른 것으로 나타났다. 결론적으로 홍콩의 반 환이전부터 상당한 상호연관성을 보인 중국본토의 두 주식시장은 반환 이후에는 홍콩주식시장과 동조화현상을 보여주고 있음을 알 수 있다.

이 글은 중국적 사회관계와 꽌시(關係)에 관한 기존 연구들이 서구적 모더니티의 전도된 자기이미지에 오염되어 상당한 정도의 허구적 지식 을 양산해 왔다는 점을 비판적으로 조명하는 데 목적이 있다. 이를 위 해 막스 베버(Max Weber)와 페이샤오통(費孝通)을 위시한 일련의 학자 들이 남긴 연구를 비판적으로 재고함으로써, 중국적 사회관계에 관한 허구적 지식체계가 그것을 재현하는 이론적 틀과 수사학적 전략의 확연 한 변화에도 불구하고 장기적으로 지속되는 과정을 추적한다. 또한 특 정한 학문적 담론의 구체적 내용에서 드러나는 분명한 불연속성에도 불 구하고 그 근본적인 서사구조는 은밀하게 유지되는 원리를 설명하는 인 류학자 아담 쿠퍼(Adam Kuper)의 ‘변환’(transformation) 개념에 입각 해서, 그러한 허구적 지식체계가 생산되고 재생산되는 데 작동하는 논 리적‧인식론적 기제를 파악한다. 이러한 일련의 비판적 분석과 재고를 통해 중국적 사회관계에 관한 허구적 지식체계가 중국 내외의 정치경제 적, 역사적, 지적 환경과 의미심장하게 연동되어 중대한 이데올로기적 효과를 발휘하고 있음을 밝힌다. 마지막으로 그러한 이데올로기적 효과 를 ‘중국의 시원화’(始原化, primordializing China)라는 개념을 통해 조 명함으로써 중국에 관한 허구적 지식이 현대화 및 세계화 담론과 맞물 려 학자들의 중국연구에 심대한 인식론적 영향력을 발휘하고 있음을 드 러내고, 그것을 극복할 수 있는 대안적 접근의 방향을 모색한다.

The Internet changes the social communication. It indicates the democratic political innovation. The research on the network democracy and electronic democracy becomes the important politics science issue. Some scholars think some of the isolated countries such as The People's Republic of China, The Democratic People's Republic of Korea will inevitably move towards democratization road under the impact of the Internet. This paper is as this background to reveal the new media which represents by Internet bring changes in China's political environment. The paper considers that the internet is provided with early democracy characteristics in China. It influences China's political environment, and has brought the following changes: to promote the construction of the interactive relationship between the government and people; to promote the transformation of the traditional political culture to modern political culture; to expand the channel of social supervision; to recover the defect of supervision system in the transition period. In brief, the Internet is rapidly penetrated into all aspects of China's political life. It is as"the fourth mouth piece" to be rebuilding the modern China's political environment. Chinese citizens’ participation in the internet has made great achievements in past 20years, although the results can not cover up "digital divide", "network despotism", "populism tendency" and so on existing issues in current network politics. However, it cannot be ignored that Chinese citizens play the role in network political participation, along with network order is constantly governance.

W. B. 예이츠는 중국문학에 지속적 영향을 끼친 20세기 초 서양 작가 중의 하나로서 지금 중국에서 문학연구의 중심적 대상이 되고 있다. 중국의 예이츠연구는 3단계로 구분된다. 5.4혁명(1919)부터 1940년대, 1980년대, 1990년대 이후(90년대 이후는 항시 상징주의가 주요 주제이다). 푸 두롱의 저서 W. B. 예이츠시의 상징주의 미학 (2006)은 이 분야의 이정표이다. 체계적으로 시인의 상징주의 논의를 분류 하고, 그의 작품에서 상징주의의 근원을 찾고 상징주의의 미학적 체계를 통찰력 있게 분석함으로써, 이 저서는 예이츠의 상징주의에 대한 중국학계의 연구를 요약한다. 이 저서는 세계 예이츠 연구에 커다란 자극이 되고 있다.

중국의 해양환경오염은 날로 심각해져 가고 있다 최근에 들어 근해해양의 환경오염이 복합오염의 새로운 추세를 보이고 있으며 주로 산업화가 고도로 발달된 중대형 도시와 주요 경제자유구역 인근해역에 분포되어 있다 이러한 상태는 경제발전에 따라 더욱 심화되어 인근해역의 생태계를 파괴하고 식품안전을 위협하며 나아가 경제발전을 저해하는 결과를 가져왔다 특히 년 월에 열린 양회 즉 전국정치협상회의 이하 정협으로 칭한다 제 기 전국위원회 제 차 회의 및 제 기 전국인민대표대회 이하 전인대로 칭한다 제 차 회의에서 환경보호정책과 환경법의 개정에 관한 사항을 집중조명하였으며 중국정부는 환경오염문제가 당면한 최대 시급한 과제임을 인식하고 대기오염을 중점으로 수자원 해양 토양 생태 등 환경오염방지를 위해 기존 규제의 집행강도를 높일 의지를 보였다 따라서 중국정부는 환경법상의 무위반행위에 대한 행정상 제재를 강화함으로써 그 실효성을 확보할 것으로 예상된다 이러한 맥락에서 중국 해양환경보호법상 행정제재의 의미와 특징에 대해 살펴보고 구체적인 행정제재의 문제점과 한계를 해양환경보호의 효과적 집행력 확보라는 측면에서 분석함으로써 향후의 개선방향을 제시하고자 한다 아울러 중국의 해양환경보호법상 행정적 제재의 특징 및 문제점에 대한 분석을 통하여 한국의 해양환경정책 및 법제도 설정에 조력하고자 한다

조어도를 둘러싼 중국과 일본의 영유권 분쟁은 독도문제와의 유사성 때문에 국내에서도 많은 연구가 이루어 졌으며 현재도 진행 중이다 특히 차 세계대전 전후로 발생한 일련의 사건들이 이 두 영토문제의 주요 원인으로 지목되고 있다 이와 같은 상황에서 같은 역사적 배경을 공유하는 두 지역의 상황을 국제법적으로 비교분석하는 것은 문제의 해결을 위한 실마리를 찾기 위해 필수적이라 할 것이다 종전 후 그 처리과정에서 영토문제가 발생했다고 보는 견해에 따르면 당시 이 지역에 영향력을 행사했던 세력 즉 미국을 중심으로 한 연합군의 판단이 영토문제 해결을 위한 중요한 근거로써 작용할 수 있다 이 견해는 영토문제에 관한 국제법원의 판결기준에 근거하고 있다 이 논문에서는 이러한 견해를 포함한 도서영유권에 관한 국제법원의 판결원칙을 살펴보고 위 두 지역의 사례와 비교분석한다 결론적으로 이 지역들의 도서영유권 문제는 제 차 세계대전 종료시점을 중심으로 연구되어야 할 것이다.

It’s well known that the sustainable improvement of China's economy has to focus on fostering domestic consumption; this turns out more meaningful given the fact that foreign demand shrinks and the investment brings more risk. Moreover, China is still and will be experiencing rapid industrialization and urbanization and this makes tremendously increasing demand possible. Both of China Marketing Association and Commerce Economy Association of China aim to understanding the diversity of consumer demand and consumer behavior of Chinese consumer. We also provide consulting service for manufacturing enterprises in innovation, product development, quality control and brand marketing. We believe these are important to meet consumer demand. Moreover, information technology is making on-line shopping more important. We call for more research to understand the change of marketing environment; this matters so much in encouraging consumption and promoting steady and healthy development of consumption in China.

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 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 and customer equity. Second, by comparing the economic and cultural differences between South Korea and China, the study finds the social influence has a positive influence on customer equity in different ways between the two countries.

Negative publicity can be defined as negative information about a product, a service, a brand, an organization or an individual that is circulated through mass media such as print media and broadcast media (Dean, 2004; O'Guinn, Allen, & Semenik, 2011). Indeed, there has been a growing interest in the marketing literature concerning the effects of negative brand publicity on consumer perceptions and evaluations (Cleeren, van Heerde, & Dekimpe, 2013; Dills & Hernández Julián, 2012; Pullig, Netemeyer & Biswas, 2006; Thirumalai & Sinha, 2011). Negatively publicized instances such as defective products/services or unethical business practices are likely to impair a brand’s image and its equity. However, previous literature has mainly focused on the effect of performance-related negative publicity on consumer responses and there are limited studies about the effect of value- or ethics-related negative publicity. Owing to the inherent characteristics of inseparability and intangibility, hospitality managers need to pay particular attention to ethical issues and the detrimental impact of value-related negative publicity. This study aims to examine the impact of negative brand publicity on hotel consumers for two types of negative publicity (namely, performance-related and value-related). A content analysis and a consumer survey were conducted in China so as to investigate the hotel recovery strategy and consumer responses toward negative publicity. The content analysis was performed on two largest local daily newspapers in China. It showed that the occurrence of value-related negative publicity (e.g., not keeping promises, or dishonesty) was much greater than performance-related negative publicity (e.g., untidy room, or equipment malfunction) in China’s hotel industry. Compensations appeared to be the most common method for hotel responses toward the two types of negative publicity. The consumer survey showed that consumer responses such as hotel evaluations and patronage intentions were negatively affected by negative brand publicity. Female consumers were found to be more sensitive to unethical issues than male consumers. In other words, females were more negatively affected by value-related publicity than performance-related publicity. Managerial implications for hospitality managers are discussed.

This paper is conducted to support Korean game development companies to enter the MSNG market in China. According to preceding researches, the life-cycle of MSNG is under 3 months. Short-term of the MSNG's life-cycle raises the problems of low profits or deficit of companies managed to enter the Chinese market. Therefore, it needs to lead MSNG users to continuos use to extend the life-cycle. The plan to extend the life-cycle is likely to be a critical factor to be survived in Chinese market. The commitment is considered as the factor to make usage of MSNG longer by researchers. This paper also infers that the plan to keep MSNG user's commitment continuos develops their perceived functional value, emotional value and social value, with the reasonal, emotional and psychological point of view. We make a effort to reveal the relationships among factors through 318 data from Chinese MSNG users. Futhermore we would like to suggest that the companies consider continuos usage intention of MSNG users as the critical factor which makes a profit based on the result of this survey and propose the direction of future researches from the limit of this paper.

The online game market has rapidly increased worldwide, especially in China. In 2012, the world game market equaled 111.7 billion. Many game companies compete by launching new online games in various genres. In 2010, Activision Blizzard reported that the World of Warcraft (WOW) is the world’s most popular online game. Chinese gamers constitute more than half of WOW’s 10 million users. Korea is the second largest gaming market. Thus many foreign game companies target Korea and China, in competition with domestic game companies. The purposes are 1) to understand the role of country of origin and /or brand image in game consumer behavior, 2) to find out the difference of game evaluation between game users in China and Korea, and 3) to draw strategic implication game marketers. Consumers expect products from advanced countries to provide superior performance, so they often look to country of origin in evaluating products. Recently, consumers have looked to brand image as another key element in product evaluation. In this research, we study whether gamers evaluate games on the basis of country of origin and/or brand image. In this paper, we add to the gaming research and suggest that the online game market has three dimensions. First, online games are products. Second, online games are service. Last, online games are entertainment. Data collection resulted in 355 usable responses from online game (LOL) users in Korea(166) and China(189). We conduct factor analysis and reliability analysis to check reliability and validity. Country of Origin is the key element for product evaluation of utilitarian goods but it doesn’t have significant effect on product evaluation of hedonic products which mainly provide sensual pleasure, fantasy, and fun to customers such as luxury goods or online game (Dhar & Wertenbroch, 2000).

The cultural and philosophical heritage of modernism underpinning general marketing management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of China’s professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management.

This paper considers the standardisation-localisation debate and analyses qualitative data from 22 luxury fashion retailers to reveal the decision-making process for marketing strategies that support entry into China, in terms of balancing the ‘global-local dilemma’ in an emerging marketplace alongside the need to maintain exclusivity of brand image across markets.

Customer loyalty programs have been widely adopted for customer relationship management all over the world. The proliferation of loyalty programs causes program competition which weakens the effectiveness of loyalty programs at the end of customers. In general, existed research suggests that the increasing competition among rival programs in a single industry may cancel out the expected roles of loyalty programs (Mägi, 2003). For example, program competition is a substantial threat to customer lifetime value and share of wallet (Leenheer, van Heerde, Bijmolt, & Smidts, 2007; Meyer-Waarden, 2007). Liu and Yang (2009) find the sales impact of a single loyalty program diminishes as program competition increases. Their study also shows this negative effect is weaker in a highly expandable product category. Although previous studies have examined the suppressive effect of program competition on financial outcomes of loyalty programs, little research has explored its role on attitudinal customer loyalty formation process. This study aims to explore the differential roles of program competition on two formation processes of customer loyalty. It intends to contribute to the loyalty programs literature in two aspects. First, this study examines two routines of customer loyalty formation in the context of loyalty programs. That is, a company can leverage program offerings to build customer loyalty through increased customer satisfaction or strengthened customer identification with the company. Second, this study examines the moderating roles of program competition on those two loyalty-generating routines. Specifically, it finds customer identification is more important for building customer loyalty at the presence of program loyalty.

Sales of luxury goods have increased drastically in the Asian marketplace over the past decade and therefore imply high potential for further future developments. While Japan has been an important market to luxury brands for a longer period of time, especially China and South Korea have gained in importance due to high sales volumes and increased desire to purchase luxury goods. Especially due to the economic crisis in Europe, luxury brands have to focus on the potential of these emrging Asian countries. In order to adapt and improve the marketing communication strategies successfully to the respective countries, an intensive analysis of the local luxury market, local competitors and the performance of leading luxury brands have to be examined. This is especially crucial to luxury brands since consumers are highly sensitive to the brand image and identitty which is why marketing strategies and brand positioning have to be considered carefully. The purpose of this study is 1) to examine the current luxury market in Japan, China and South Korea according to major fashion industries; 2) to analyze the critical success factors and marketing strategies of leading and aspiring local and global fashion luxury brands in the respective country 3) to give meaningful implications for existing and aspiring luxury brands. For that, after giving an overview of the luxury market in the respective country, case studies on leading and aspiring luxury brands in the major fashion cities (Shanghai, Beijing, Seoul and Tokyo) will be conducted to examine critical success factors. By that, we will give an overview on the market entry and marketing strategy, such as social media, the usage of IT, and general ads as well as retail trends and communication channels. The findings indicate the current trends of luxury fashion brands in China, South Kore and Japan. Through this data review, case studies and suggestions, both academia and industry will gain important insights of the current tendencies of brands and consumers. Global marketers will understand the Asian luxury market better; local brands may find implications of how to enter other Asian markets and aspiring brands can learn about the critical success factors in the market.

The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999).In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue.Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999). In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue. Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable brand to become main stream it is important to understand how the traits of consumers from other countries differ. Thus, it is important to understand the cultural difference in terms of marketing.Therefore, this study adapts brand popularity concept as an extrinsic cue that serves as a certain indicator for consumers (Dean, 1999) and consumer decision making styles as mental characteristics for shopping orientation (Sproles & Kendall, 1986) in order to see cross-cultural difference in consumers’ perception of sustainability brand among 3 countries: Korea, China and Russia. Choice of countries is not only resulting from the difference in behavior and attitudes towards sustainable consumption of Greendex (National Geographic & Globescan, 2013), but also, the difference among countries even when belonging as a part of Asia. Thus this study investigates overall consumers’ decision making style among three countries of South Korea, China, and Russia to find the effect of brand popularity on brand evaluation. Additionally, the moderating effect of fashion leadership and sustainability involvement was preceded. From this, it aims to provide implication for positioning and marketing sustainable brand in accordance to the difference consumer segmentation. A study was designed to determine which dimensions of consumer style inventory of country are most frequently associated in accordance to countries and whether brand popularity had affect on purchase intention of sustainable brand. The hypotheses were tested with a data set developed form field survey. The study was conducted cross-nationally in Korea, China, and Russia using online and offline survey. The survey questionnaire reflected a quasi-experimental design. The between-subjects design employed consisted of two between-subject factors of brand popularity and consumer decision-making style. The factor brand popularity had two levels: one provided with a brand popularity ranking as an extrinsic cue and one without. The resultant questionnaire was pretest by natives before distributing. No discrepancies among the surveys were reported. The consumer decision making style had three levels of Korea, China, and Russia. The questionnaire was pretest by 30 fashion marketing researchers before distributing. Of the 376 samples collected, 6 were returned incomplete. An additional 18 samples were deleted for further analysis as the answers were unusable. In total 352 samples – 113, 121 and 118 samples from Korea, China and Russia respectively – were subjected for final analysis.A one-way MANOVA revealed a significant multivariate main effect for consumer decision making style of the nation (Pillai’s trace = .23, F (10, 676) = 9, p <. 000). Given the significance of the overall test, the univariate main effects were examined. Significant univariate main effects for consumer decision making style of nation were obtained for quality (F = 6.95, p <.01), for uniqueness (F =7.54 , p <.01), for favorability (F =6.94 , p <.01), and for purchase intension (F =4.33 , p <.05). Significant nation pairwise differences were obtained in popularity among Korea, China, and Russia. In case of Korea, the effect of brand popularity yielded significantly higher mean score when it was presented. However, for China, the effect of brand popularity was significant as well (Pillai’s trace = .10, F (5, 114) = 2.45, p <. 05). Meanwhile, the outcome of Russia had different aspect to the prior two countries with no significant difference at all. The t-test provides evidence to support the claim that the effect of brand popularity differs according to the consumer decision making style of nations. Participants were placed into "high" or "low" fashion leader groups on the basis of previously obtained attitude. The group was divided according to the mean value (X = 2.98). Significant nation pairwise differences were obtained in fashion leadership among Korea, China, and Russia. In case of Korea, the effect of fashion leadership was not shown significant. However for China, the effect of fashion leadership was significant (Pillai’s trace = .31, F (5, 114) = 10.27, p <. 001). Russia also had dramatic effect of fashion leadership (Pillai’s trace = .12, F (5, 110) = 3.03). Significant nation pairwise differences were obtained in sustainability involvement among Korea, China, and Russia. The significant dependent variables appear differed by nations. In case of Korea, the effect of sustainability involvement was significant (Pillai’s trace = .17, F (5, 105) = 4.33, p <. 01). Similarly, the effect of sustainability involvement in China was significant (Pillai’s trace = .20, F (5, 114) = 5.82, p <. 001). The result of Russian was not significant. This study examines the overall effect of brand popularity and consumer decision making styles among three countries: South Korea, China, and Russia on customer evaluation of sustainable brand with the moderate role of fashion leadership and sustainability involvement. This study found that the effect of brand popularity differs according to the consumer decision making style of nations, fashion leadership, and sustainability involvement. Thus, consumer culture should be considered when applying such communication strategy. The result revealed that first hypothesis that brand popularity will affect consumer evaluation on the sustainable brand was denied. This can be explained due to the experimental condition of this study where it applied a virtual brand and the virtual institutions for evaluation. However, in more specific, this can be described as due to the cross national method of this study. The previous studies only focus on proceeding study in one country (Kim & Chung,1997; Rao & Monroe, 1988). It was found that Koreans tend to be more recreational, impulsive, confused by overchoice, brand conscious, and habitual whereas China brand conscious, impulsive, and less confused by overchoice. Russia was scored significantly low on all above mentioned criteria. The moderating effect of consumer decision making style of nation was investigated. The result indicated significant difference of consumer decision making style of nation. Whereas Korean had positive effect of brand popularity on brand evaluation when presented, China showed negative influence, and Russia had no significant impact. This can be due to the Korean consumers’ tendency to value trust and reputation. Individual Korean consumers tend to buy products of large we The third hypothesis of fashion leadership negatively affecting the effect of brand popularity was also partially supported. The significant dependent variables appear differed by nations. In case of Korea, the effect of fashion leadership did not shown significant, yet China and Russia did. However, while China had positive effect of brand popularity, especially to those with high fashion leadership, Russia had negative effect of brand popularity. The difference on consumer decision making style in between high and low fashion leadership groups was investigated. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, habitual. In case of China, involved subjects were significantly more perfectionism, brand conscious, novelty conscious, impulsive, confused by overchoice, and habitual Lastly, for Russia, involved subjects were significantly less brand conscious novelty conscious, hedonic, impulsive, and habitual. The result of Korea can be inferred as the high trend sensitivity of Koreans. With less difference in consumer decision making style in between high fashion leaders and low fashion leaders, compared to the other two countries, the effect may have not been clearly shown. The result of China and Russia can be interpreted as that the Chinese fashion leaders being more brand conscious caused higher result when the brand popularity was provided. Yet, in Russian fashion leaders who are less brand conscious and less impulsive may have affected the rigid attitude towards the well-known sustainable brand. Lastly, the effect of sustainability involvement was examined. In case of Korea, the effect of sustainability involvement was significant. Similarly, the effect of sustainability involvement in China was significant. The result of Russian was not significant. "high" and "low" fashion leadership groups differed in their decision making style by nation. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, and more habitual. In case of China, involved subjects were significantly more perfectionist, brand conscious, novelty conscious, hedonic, impulsive, confused by overchoice, and habitual. Lastly, for Russia, involved subjects were significantly more perfectionist. The difference of the result can be explained through the distinctive culture of each country along with the result of the consumer decision making style of the highly involved groups from each country. Koreans, as mentioned above, the effect popularity cue works stronger than other countries. The tendency of preferring products with powerful brand name would have affected the result as expected. However in case of China, along with that Chinese having suspicious perception on institutional documents, significantly being brand apathy may also explain the result. In addition, Russia overall had a high score of sustainability, which can relate to the fact that although slight decrease in its Greendex recently, it has been ranked for several years now, the sustainability value itself may have worked as a intrinsic value of the brand rather than brand popularity cue.ll-known companies rather than small and unfamiliar ones (Kim & Zhang, 2009). The result of China can be explained with Chinese consumers’ characteristics of having suspicious perception on transparency of the enterprise information (Brandvista, 2013). Especially distrust on official data or the governmental exists. With Russians result, this finding are supported by several previous research that suggests that new brands coming to Russian market at the very high speed and disappears quickly due to complexity of the market, thus consumers don’t have time to strongly attach to one brand (Peskova, 2007).

Following more than thirty-five years of ten percent per annum growth, China is now the second largest economy in the world (Worldbank.org, 2014). Although some cooling has occurred in the past few years, China’s continued growth, expanding middle and upper classes, increasing tendency to follow the rule of law (accelerated by WTO entry in 2001), and a seemingly unlimited labor pool coupled with modest wages, have motivated entry by businesses from around the world. The result? China is an intensely competitive environment, with global companies battling each other for securing supply chain partners and/or developing Chinese domestic markets. And, the competitive battle is not just between global brands. Chinese companies, including State Owned Enterprises (SOEs), are intent on modernizing operations and changing business practices to be able to earn customer loyalty in both domestic and global markets.mostly focused on practices in North America and Europe. Meanwhile, KAM is on the rise in China, with Non-Chinese (WOFEs and JVs) and Chinese suppliers developing KAM platforms. KAM is a system of customer-driven resources dedicated to achieving profitable growth by providing special personnel and/or special activities to an organization’s most important customers (Homburg, Workman, & Jensen, 2000). Through KAM, there is the expectation that vendors benefit (Stevenson, 1981), enhancing profitability through appropriate resource commitments and effective value-based pricing (Ryals, 2006) and through greater switching costs to customers (Sengupta, Krapfel, & Pusateri, 1997). KAM is considered such a valued approach for serving key accounts that Friend and Johnson (2013) call it an “imperative for facilitating a firm’s long-term viability”.Over the past decade, we have interacted with hundreds of Chinese KAM personnel from non-Chinese wholly owned foreign enterprises (WOFEs), joint ventures (JVs) between Chinese and Western partners, and Chinese suppliers, discussing their KAM activities, along with their challenges a nd uncertainties in growing key account relationships. These KAM-involved companies range from component parts manufacturers, financial services providers, and pharmaceutical companies, among many more. In this rapidly evolving landscape, key accounts are located at each step of supply chains. For instance, in consumer markets Western retailers such as Walmart and Carrefour and Chinese retailers such as Bailian (Brilliance) Group in supermarkets and Gome in appliances are among the key accounts pursued by thousands of WOFE/JV and Chinese suppliers. In another instance, while WOFE/JV car manufacturers compete with Chinese car manufacturers such as SAIC Motor Corporation Limited, Chang’an Motors, FAW Group, and Dongfeng Motors, among others, to win the hearts and minds of consumers, nearly countless Chinese and non-Chinese suppliers compete for preferred status with each of these key accounts. The result of the intense competitive landscape across so many industries in China is that KAM is a lever embraced by both Chinese and non-Chinese suppliers.There are many reasons why Western-based KAM research cannot be presumed to apply to China. Among these, China’s market development path and scale, Chinese culture, and the Chinese state capitalism system create conditions that are distinctly China. By taking into account China differences, our major contribution is to introduce a KAM research agenda for China. A China-based KAM research agenda broadens the scope of analysis to one of the most compelling markets in the world. Guided by our knowledge of KAM literature, accompanied by extensive hands-on experience in China, we make propositions regarding conditions where WOFE and JV suppliers are at a competitive advantage or disadvantage relative to Chinese suppliers. We emphasize the role of guanxi relationships and how these relationships affect suppliers and key accounts behaviors including retention of key accounts, information sharing, and demands made by key accounts. We further propose that these relationships are affected by company-to-company matches/mis-matches. Finally, to fully understand the KAM landscape in China, we also encourage an expanded view of issues to include the effects on KAM of the ever-present Chinese government.