KOREASCHOLAR

THE EFFECT OF LUXURY BRAND ADVERTISING BY STORYSCAPING

Min-Sook Park, Jong -Kuk Shin, Mi-ri Kim, Jae-Hun Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/325866
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Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna (2017.07)
p.277
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Emotional sharing of brand has a power of connecting brand and consumer brand and consumer by transcending rational reason.

Keyword
luxury brand advertisingstoryscapingemotional sympathyemotional sensitivitybrand loyaltybrand attachment
Author
  • Min-Sook Park(Catholic University of Pusan , Republic of Koreae)
  • Jong -Kuk Shin(Pusan National University, Republic of Korea) Corresponding Author
  • Mi-ri Kim(Pusan National University , Republic of Korea)
  • Jae-Hun Kim(Pusan National University, Republic of Korea)