The paper examines how omnichannel communication of sustainability of luxury fashion brands enhance consumer brand engagement. We propose a multiple case study of four Italian high-end fashion brands. The study advances the literature on sustainable luxury fashion and omnichannel communication and offers guidelines for managers to effectively communicate sustainability.

Southeast Asia is home to the Straits of Malacca and Singapore, one of the world’s most important sea lines of communication. The closure of the straits to international navigation may adversely affect the well-being of the global economy. On February 11, 2022, the Biden administration announced the new Indo-Pacific strategy, which will continue to deliver on AUKUS. For centuries, the proposed Thai Canal Project has been planned to revolutionize the shipping industry by bypassing the busy waters of the Straits of Malacca and Singapore. If the canal is built under the US Indo-Pacific Strategy, the pre-eminence of the Straits of Malacca and Singapore will not last long. This article analyzes the potential increase of navigation of nuclear-powered submarines through the Straits of Malacca and Singapore and its ensuing environmental implications from a viewpoint of international law. It discusses effects of the proposed canal plan in influencing the shipping industry should this “dream waterway” be constructed.

Under the background of short video spray background, the industry accelerates into the short video marketing. Relying on KOL marketing and e-commerce platforms, a new form of economic development has been opened up. In order to compete for economic advantages, various market players are competing to use various brand communication strategies to make the brand broadcasting strategy gradually become the climate. At the same time, the media technology and communication means constantly enrich the brand communication strategy, which becomes the necessary premise for the enterprise to make profits, and triggers new marketing communication thinking. Through the analysis of the short video brand communication strategy, guide the market players to carry out brand communication in a reasonable and appropriate way and provide marketing reference for them. The paper analyzes the short video brand communication strategy under the short video mouth from the three aspects of phenomenon presentation, cause analysis and countermeasure analysis.

Introduction Recently, the popularization of mobile devices has been changing the pattern of customers’ life. In the online market, the distribution market has been also expanding from PC-based online to mobile shopping using smart phones. As the shopping market using mobile has grown rapidly in the developing smart age, the interest of home shopping is moving toward mobile media. Through the home shopping company's web site and mobile application, live broadcasting, real-time communication service, and other customers’ review are performed at the same time. Home shopping customers who have questions or inquiries about products are meeting salespeople through home shopping mobile application and real-time communication service. The significance of this study is to present effective strategies for connecting live home shopping and real-time communication of mobile application, thereby enabling customers to make smart consumption. Through this service, home shopping company can perceive customers’ needs as well as form cocreation value with customers. In addition, home shopping company aims to provide a more useful and effective method in the process of providing real-time communication service by checking the form of customers participating in real-time communication service. Theoretical Development Although there are many prior researches on adaptive selling on salespeople in offline, research on effective sales strategies of live home shopping and real-time communication using application has not yet been conducted. Nowadays, many customers' purchasing methods are moving from offline to online. Therefore, by referring to similarities between virtual world and actual society in Internet space studied in many previous studies, we would like to find out whether the offline advantage of "adaptive selling tactics" in the sales field can be applied to on-line. Adaptive selling means changing sales behavior throughout the interaction or interaction with the customer based on perceived information about the sales situation. Salespeople need to change their sales behavior in order to meet each sales situation or individual customer's desires. Adaptive selling can be said to modify the communication style and content according to the customer's desire (Weitz, Sujan & Sujan, 1986; Spiro & Weitz, 1990). The main reason for the co-creation value activities of companies and customers is that the marketing paradigm is shifting from good-dominant logic to service-dominant logic (Lusch & Vargo, 2006). This means that new value creation areas of new product development are expanding as customers participate in various decision-making related to the companies (Payne, Storbacka & Frow, 2008). To realize the value proposition, a firm must co-create value with its customers by means of direct interaction (Grönroos & Voima, 2013). Research Design The contents of this study are as follows. First, we divide the adaptive selling strategies of salespeople in real life into live home shopping and mobile application roles, and then examine whether live home shopping and mobile application affect customer trust. In previous study, Frazier and Summers (1984) proposed six tactics – information exchange, recommendation, request, threats, promises, and legalistic pleas, and Richard et al. (2006) proposed another six tactics. Anderson and Weitz (1989) define trust as one party’s belief that its needs will be fulfilled in the future by actions undertaken by the other party. Second, we investigate the effect of customer trust on home shopping commitment relationship. Ganesan (1994) defined relationship commitment as the desire to develop stability of relationship, the belief that the relationship is sustainable, and the willingness to make short-term sacrifices to maintain the relationship. Through this process, we are able to confirm the possibility of replacing actual meeting with tool called online real - time communication. Third, we want to find out the effect of home shopping commitment relationship on brand commitment relationship. Even if the same brand product, we can know the effect of commitment relationship depending on home shopping company. Finally, we are going to find out how to create co-creation values with customers by real-time communication service to solve the questions and problems of customers immediately. The creation of co-creation values between customers and companies can increase the success rate of new product development that reflects the core needs of customers and reduce resources such as corporate marketing and R & D, which can ultimately serve as a driving force for creating sustainable competitive advantage (Vernette & Hamdi-kidar, 2013).

This study presents the Analytical Hierarchy Process (AHP) as a potential decision-making method for obtaining the relative weights of alternatives through pairwise comparison in the context of hierarchical structure. The aim of this study was to elicit prior strategies for brand communication for Korean restaurants overseas. We created a questionnaire and surveyed experts at government agencies, restaurant companies, and universities from October to November 2011. By applying the pairwise comparison matrix, relevance was perceived as a more important strategy evaluation criteria than effectiveness or urgency. The highest-ranked strategy was the 'Identification of the BI and positioning of Korean restaurants' followed by 'Development of Korean food content for overseas promotion', 'Development of locally customized Korean food recipes and new Korean menus', 'Development of marketing communication strategies for Korean restaurants by countries', and 'Development of Korean restaurant differentiation strategies'. The results of this study can be used for effective Korean food globalization by enhancing the competitiveness in the world market.

In this study, the symbols and visual expressions employed in the food culture content of official website designed to promote three cities in Korea, Seoul, Jeonju and Jeju, were subjected to semiotic analysis. In this study, it was assumed that these websites reflected the varying perspectives of the people behind the development and management of these routes of Internet communication, and the semiotic choices made in order to exemplify each city’s food cultural image. The aim of the study was to analyze the communication strategies of food cultural branding in the terms of the online content regarding Seoul, Jeonju, and Jeju with a focus on the comparative points in these cities’ official websites. This study included conducting semiotic content analyses of the aforementioned cities’ official web pages in an attempt to determine the food branding strategies used to differentiation and produce more favorable perceptions of these three cities. Building upon the findings drawn from this comparative study, the present work can be used to determine more effective ways of strategically differentiating the images of local food culture associated with these cities from the view of brand communications. This study also demonstrates viable directions for designing web content for a city where the food cultural messages can be delivered in a thoughtful and effective manner.

Throughout the Asia-Pacific region, despite government efforts to promote the use of information and communication technologies (ICT) in schools, the acceptance and use of these technologies by classroom teachers has been slow to take off. This study focused on ascertaining the effectiveness of a school-based, on-site, and ongoing professional development program conducted in a primary school in Hong Kong. There were training sessions conducted by fellow teachers, and participatory action research groups to share resources and experience in incorporating ICT in teaching. Teachers’ incorporation of computers in teaching was significantly increased in the first year of intervention but showed fluctuation in the second year. A number of explanations for these changes were offered by teachers in their interviews. The lower self-ratings in year two may be due to changes in self-perception rather than changes in actual ability or practices.

This study aims to present explicit findings from an internal perspective, namely the interaction patterns of marketing communication between pentahelix elements and testing the expectations of tourists towards tourism activities through a simulation model between variables. This study is divided into two methods of analysis, namely qualitative explorative, where the study aims to invest in communication patterns and patterns of interaction between pentahelix stakeholders in Sitiwinangun Tourism Village, West Java, Indonesia with involve 17 informants who came from pentahelix elements (Government, academics, community, business and media). Second, quantitative method to measure the extent of effectiveness rather than collaboration activities and the role of marketing communication to tourist satisfaction is done by an analytical approach involving 30 tourists through customer satisfaction surveys. The results of this study illustrate that the involvement of each pentahelix element has not been maximized. The pattern of interaction and communication between elements also shows the gap between interests, expectations, and reality. This study provides a real picture that to realize a tourism program that is profitable, holistic, and sustainable requires collaboration that is wrapped with transparent and interactive communication patterns. The marketing communication concept approach combined with collaboration theory between stakeholders can be useful for sustainable tourism.

본 연구의 목적은 실제 한국어 교실에서 교사의 교감적 언어사용-반복전략이 나타나는 양상을 보여주는데 목적이 있다. 이 연구는 교사가 학습자의 말을 다시 말하는 반복전략이 대화 유지를 도우고 유대감 형성에 영향을 주는 교감적 언어사용으로 작용한다고 본다. 따라서 본고는 교사의 교감적 언어사용-반복전략의 개념을 체면이론을 바탕으로 적극적, 소극적 전략으로 나누어 설정하였다. 이를 다시 동의, 경청으로 나누어 분류해 실제 한국어 교실에서 나타나는 교사의 반복 발화 양상을 분석해 보았다.

PurposeThemaingoalsofthisstudyare(1)tostudythe–informationsourcesusedthemostbycustomersofIslamicbanks;and(2)tocomparethiswithconventionalbankcustomers. Researchdesign,data,andmethodology125Islamicbank–customersand125conventionalbankcustomersweresurveyed.Thestudyemployedtwoindependentsampletests.Additionally,anexploratorystudywasconductedtosupportthequantitative analysis. ResultTheresultsshowthatIslamicbankcustomersuse–personalaswellasmarketinginformationsourcesmorein-tenselythanconventionalbankcustomers,althoughtheresultdifferenceswerenotsignificant.Specifically,customersofIslamicbanksusecertainpersonalresources(parentsandfriends)andmarketinginformation(marketers)intenselythancon-ventionalbankcustomers. ConclusionThestudyrevealedthatfriendsandparentsare–themostimportantinformationsourcesfortheselectionoftheIslamicbank.Inaddition,basedontheresourcesused,Islamicbankingcustomerscanbeclassifiedastraditionalandreligiouscommunities.Therefore,themosteffectivecustomercommunica-tionswillbethroughIslamicgroupssuchasIslamicsocialin-stitutionsandIslamiceducationalinstitutions.