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        검색결과 3

        1.
        2015.06 구독 인증기관·개인회원 무료
        Storytelling has become increasingly of interest for marketing and management in the last years and promises both aesthetic design and effecting consumers’ perception of fashion brands positively. Nevertheless, the complexity of story design, still being rather focussed by the humanities, and its effective adaption for luxury fashion brands regarding value perception and related behavioural consequences are still poorly understood and have not been explored so far. We seek to fill this research gap. In our study, we chose a luxury brand’s existing story and applied story concepts of narratology to rearrange plot, characters, and style first. In a second step, we examined the effect of applying the story concepts by testing the perception of three different groups (no story, original story, and rearranged story). Using PLS path modelling, we proved our hypotheses empirically. Our examination suggests that an application of narrative concepts for creating fashion brand stories has a measurable impact on consumer’s reception and behavioural outcome. On the one hand, this involves dimensions of luxury value, such as financial, functional, individual, and social consumer perceptions as well as an overall likability perception of the brand. On the other hand, this perception obviously impacts consumption habits regarding luxury fashion as much as it is related to recommendation behaviour, willingness to pay a premium price, and purchase intentions. Our findings strongly advice to consult established theories, concepts, and models of the humanities for storytelling in marketing and management. While measuring specific elements already proves their applicability, it will be a major task for theoretical and qualitative research to discuss existing material for the demands of marketing and management as well as (fashion) brands. Even for professionals in brand management, our study advices to have a closer look on traditional storytelling concepts to create effective campaigns. The particular value of our study is to present and empirically verify design elements of storytelling with respect to theoretical narrative approaches, which may have specific impact on certain luxury values and their causal effects on luxury fashion consumption. Our results reflect remarkable implications for luxury brand management as well as future research in luxury fashion, brand management, and marketing storytelling. A luxury company may stimulate purchase behaviour with a storytelling campaign. Nevertheless our study proved that a rather appropriate design, respecting research approaches of narratology, is able to increase the impact on consumers’ perception and behavioural outcome.
        2.
        2015.06 구독 인증기관·개인회원 무료
        Traditional luxury shops seem to have a natural talent in creating an atmosphere of old luxury. From a semiotic perspective, those shops use a complex texture of different signs for both creating a traditional luxury myth and addressing specific customers who are looking for this brand identity. In our study, we compile a semiotic concept for analysing a shop design which seeks to reflect old luxury and traditional heritage. While the desire for semiotic analysis in the marketing and management domain is increasing, theoretical approaches and case study analyses too often remain superficial regarding the possibilities of semiotic approaches. Our study aims to present a complex analysing concept to fill this gap and apply it to the field of luxury brand management consequently. While semiotic research discusses many different approaches up to today, Peirce’s philosophy may be still regarded as one of the most complex concepts which allows the most precise analysis and classification of meaningful signs. On the basis of his three trichotomies and their major corresponding subcategories we analysed a traditional luxury shop design, discussing the different signs that produce simple to very complex structures of meaning with respect to approaches of creating a mythical frame. The results of our study reflect the need of a shop design using different signs with a complex texture of meaning to support the idea of traditional luxury. From the perspective of communication theories, the semiotic patterns which are presented in our findings create a narrative frame which eventually leads to a specific myth of old luxury branding. While Peirce’s philosophy offers a complex approach, contemporary studies in marketing and management only use the surface of semiotics. Our study may contribute a rather distinguished methodology, though further research will be necessary to apply semiotics more reasonably not only for fashion and luxury but for several fields of interests in marketing and management research. For brand managers in companies with a traditional heritage, creating myths and classical frames must be of core interest. Our study offers several implications of using semiotic signs to create an aesthetic and old fashioned shop atmosphere. As original values, our study compiles a complex semiotic concept to analyse mythical framing in traditional luxury stores. Our results present specific possibilities of creating specific meaning with respect to the need of representing brand identity within a shop. However, the concept may be also valid for other analyses in marketing and management such as advertising and brand semiotics in general.
        3.
        2014.07 구독 인증기관·개인회원 무료
        Although vast research has been done to better understand brand knowledge, few studies explore the conscious and the unconscious mental processes that increase brand equity when a brand is linked with value adding entities like persons, events or symbols. In our paper we introduce an integrated approach that includes both the explicit and implicit facets of customers’ brand knowledge and the leveraging effects when a brand is framed by another entity. In order to analyze brand knowledge enhancement effects in sufficient detail, we fall back on the multifaceted model of brand leverage by combining a brand with an external label. Our study results show that the combination of measuring implicit and explicit facets of brand knowledge is a better indicator to predict brand knowledge enhancement, and also that the analysis of subconscious processes help to better position the linked object in customers’ perception in order to foster the brand leveraging success.Although vast research has been done to better understand brand knowledge, few studies explore the conscious and the unconscious mental processes that increase brand equity when a brand is linked with value adding entities like persons, events or symbols. In our paper we introduce an integrated approach that includes both the explicit and implicit facets of customers’ brand knowledge and the leveraging effects when a brand is framed by another entity. In order to analyze brand knowledge enhancement effects in sufficient detail, we fall back on the multifaceted model of brand leverage by combining a brand with an external label. Our study results show that the combination of measuring implicit and explicit facets of brand knowledge is a better indicator to predict brand knowledge enhancement, and also that the analysis of subconscious processes help to better position the linked object in customers’ perception in order to foster the brand leveraging success.