The consumption of counterfeits is a central theme in understanding consumer moralism. While some studies on marketing have highlighted the consumption motives and socio-economic factors behind this seemingly unethical phenomenon, research on the subjective experiences of consumers and the cultural concerns about the consumption of counterfeits is lacking. The aim of this article is to gain a better understanding of how consumers construct and negotiate their moralistic identities through engaging in counterfeit consumption. We also examine how consumers utilize counterfeit goods as symbolic resources to echo, or even reproduce, the entrenched Chinese social relationships and marketplace ideological conditions. Our findings suggested that the research participants attempted to make sense of their counterfeit consumption behaviour by infusing the moralistic meanings drawn from the Chinese socio-cultural value orientation. The study concludes that the moral identity work and counterfeit consumption practices are interwoven in a web of multiple discourses and resources available in the contemporary marketplace under the overarching consumer moralism framework. K E Y W O R D S Chinese consumers, consumer moralism, counterfeit consumption, ethical behaviour, qualitative research

Over the past decade, consumer researchers have been interested in understanding symbolic relationship between consumers and brands, especially on identity construction (Elliott & Wattanasuwan, 1998;Escalas & Bettman, 2005;Kirmani, 2009) and its implications on brand management (Arvidsson, 2005;Holt, 2002;. Following a cultural-psychological view to study how culture shapes brand-identity relationship, Eckhardt (2000) addresses that little attention have been paid to understand consumer behavior within interdependent cultures when compare with the prolific account of western literatures that reported the consumption behavior with an independent selfconstrual.This paper strives to address this absence through researching how a group of Chinese youngsters internalize their cultural values with a sense of assumed emotion and developed local specific brand literacy towards fashion brands' perception and consumption. Following Bengtsson and Firat (2006)'s concept of brand literacy, this interpretative research aims to extend our current understanding of symbolic brand consumption and brand-identity relationship in particular to the interdependent Asian context. The literature review discusses previous studies on brand symbolism in formulating brand-identity relationship and how social psychological understanding of interdependent construal of self can be applied to consumer researches. The cultural characteristics of Chinese consumers are also discussed with reference to previous indigenous consumer researches on symbolic brand consumption.As part of a greater project on fashion and brand consumption experience among young Chinese in Guangzhou, 18

This study introduced a novel but simple method to continuously measure footstrike patterns in runners using inexpensive force sensors. Two force sensing resistors were firmly affixed at the heel and second toe of both insoles to collect the time signal of foot contact. A total of 109 healthy young adults (42 males and 67 females) were recruited in this study. They ran on an instrumented treadmill at 0°, +10°, and -10° inclinations and attempted rearfoot, midfoot, and forefoot landings using real time visual biofeedback. Intra-step strike index and onset time difference between two force sensors were measured and analyzed with univariate linear regression. We analyzed 25,655 footfalls and found that onset time difference between two sensors explained 80–84% of variation in the prediction model of strike index (R-squared = 0.799–0.836, p<0.001). However, the time windows to detect footstrike patterns on different surface inclinations were not consistent. These findings may allow laboratory-based gait retraining to be implemented in natural running environments to aid in both injury prevention and performance enhancement.

Consumption of Earphones in Hong Kong'The IPod and IPhone have made it possible for each of us to have a portable and personal music-listening experience…. But for a truly immersive listening experience, you need an earphone with a comfortable fit that keeps out the background noise and lets you hear music as the artists intended.'

This paper revisits the philosophical trajectory and practices in fashion education. It examines to what extent participatory action research (PAR) can contribute to the advancement of vocational education by emancipating practice-based skills and knowledge co-created by students, faculty members, and market practitioners. While the fashion market is dynamically reshaping today's fashion pedagogy by imparting new skills and abilities to students, this investigation aims to highlight the limitations of the Bauhaus tradition as a top down approach aimed at continually producing work-ready graduates for junior positions. Drawing upon the findings yielded by our experimental project fashionthnography.com, the analyses presented in this paper elucidate to what extent PAR can meet the intended goal of equipping the students with a higher level of working capabilities and creativity, as well as greater cultural appreciation. This study contributes to the expansion of vocational education and training, as its findings indicate that we need to embrace practice-based knowledge co-creation for longterm success in both industry and academia.