Professor Frank Fu’s team wins the Best Paper Award (second prize) at the China Market International Conference.


傅浩堅教授團隊於2016 中國市場營銷國際學術年會中,獲頒最佳論文(二等)獎。

Date: 28 Jul 2016 (Thursday)

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HKBU scholar wins Best Paper Award in international conference

浸大學者獲國際學術會議頒發最佳論文獎

Professor Frank Fu, Chair Professor of Physical Education and Associate Vice-President of HKBU, won the Best Paper Award (second prize) at the China Market International Conference.
 
The award-winning paper entitled “Distance of Similarity: Assessing Mimic Product from Authentic Brand on Enculturation Conformance”, is a collaborative effort between Professor Fu, Dr David Pan and Professor Margaret Young of Texas Woman’s University, and Dr Alan Pan of University of North Texas in the US. The research also gained valuable support from the Dr Stephen Hui Research Centre for Physical Recreation and Wellness of HKBU.
 
Professor Fu said he was delighted to have the opportunity to conduct an interdisciplinary research project on branding of sports products. He added that professionals in the field of physical education should branch out to collaborate with members of other disciplines on research endeavours as it is a highly rewarding experience. 
 
The team conducted a contrarian study and asked consumers to compare top-of-the-line imitation brands with genuine brands using proposed conceptual approaches which enable consumers to transcend product information through perceptual similarity cataloguing, perceived ability of product to achieve a specific purpose, and general-context brand consistency, so that the brand becomes relevant in their mind through enculturation conformance. The study results validate the framework and reveal that consumers look beyond product functionality when assessing replicas against the original and their evaluation is largely determined by value congruence.

體育學系講座教授、協理副校長傅浩堅教授於2016 中國市場營銷國際學術年會中,獲頒最佳論文(二等) 獎。
 
獲獎論文以“Distance of Similarity: Assessing Mimic Product from Authentic Brand on Enculturation Conformance”為題,由傅教授,以及來自美國德州女子大學的David Pan博士、Margaret Young教授及北德州大學的Alan Pan博士聯合撰寫,他們得到浸大的許士芬博士體康研究中心支持,進行此項研究。
 
傅教授對能夠進行跨學科的研究,以了解體育產品品牌,感到欣喜。他鼓勵體育界的專業人士,多爭取與不同界別合作,推動各項研究,以累積更多寶貴經驗。
 
研究團隊進行一項實驗,利用他們所建構的全新認知模式,以了解消費者如何分辨真品與彷製品,當中包括讓消費者以情感分類產品、將產品與特定用途及與類似品牌歸類等。結果確認了新認知模式的可行性,並發現消費者會利用個人既有的認識去比較真品及彷製品,而非單單取決於產品的真正功能。