본 연구는 애니메이션 <만약...헬라가 텐 링즈를 발견한다면?>을 사례 로 의상 기호의 의미와 의복 문화의 이데올로기가 내러티브에 미치는 영 향을 분석함으로써 기호가 애니메이션 서사에 미치는 지도적 역할을 탐 구하고자 하였다. 연구는 다양한 문화적 환경에서 의상의 색상, 스타일, 소재가 갖는 부가적 의미와 의상 기호가 갖는 이데올로기를 롤랑 바르트 의 기호학을 통해 분석하고, 애니메이션에서 의상 기호의 서사적 역할과 애니메이션의 주제적 아이디어 전달에 대해 연구하였다. 연구 결과에서 는 애니메이션 작가들은 의상 기호를 활용하여 시각적 서사적 도움을 주 고 있으며, 기호의 통합을 통해 작가가 표현하고자 하는 주제적 아이디 어를 설명하고, 관객이 애니메이션 속 플롯의 전개와 등장인물의 감정 변화를 이해하고 느낄 수 있도록 돕고 있다. 이 연구의 결론은 기호학이 애니메이션 서사와 통문화적 기호 사용에 대한 이야기를 전달하는 데 도 움이 되는 아이디어를 제공하고, 더 나은 애니메이션 작품 창작에 학술 적 지원을 제공한다. 그러나 기호를 의상 층면에만 한정함으로써 애니메 이션 전체의 시각적 의미 전달에 대한 지침으로서 많은 한계가 있다.

글로벌 시대에 영화는 문화와 오락의 매개체일 뿐만 아니라 사회 문화 현상을 반영하는 중요한 방법이기도 하다. 다문화 영화 작품은 전 세계 관객들의 관심을 유도하는 동시에 작품 고유의 문화적 특색도 유지해야 한다. 본 연구는 2022년 픽사 애니메이션 스튜디오가 선보인 <메이의 새 빨간 비밀(Turning Red)>을 연구 대상으로 삼아 3막 서사 구조 분석 방 법을 활용해 해당 영화가 홉스테드(Geert Hofstede) 문화차원 이론(Hofstede Culture Dimension Theory)을 어떻게 구현했는지 살펴보고자 한다. 이 영화는 메이가 동서양 문화가 합쳐진 환경 속에서 어떻게 질풍노도의 청 소년기를 극복하고, 점차 자아를 발견하고 자신의 내면과 화해를 이루는 지 그 과정을 보여준다. <메이의 새빨간 비밀>의 서사 구조는 설정, 대 립, 해결의 세 가지 부분으로 명확하게 구분되어 관객이 영화를 이해하고 몰입하는 데 도움이 된다. 이 영화의 서사 전략은 홉스테드 문화차원 이 론을 교묘하게 활용하고, 캐릭터 간의 상호작용과 플롯 전개를 통해 다문 화 배경 속에서 개인의 성장 과정을 보여주는 것이다. 본 연구는 <메이의 새빨간 비밀>이 어떻게 3막 구조와 홉스테드의 문화차원 이론을 결합해 스토리를 구축하고, 이 이론들을 같이 활용해 관객들의 관심을 끌고 문화 적 공감대를 이끌어냈는지 연구하는 것을 목적으로 한다.

수십 년간의 세계화에도 불구하고, 기업들은 여전히 국내와 해외 시장에서의 마케팅 환경의 불일 치로 어려움을 겪고 있다. 기업들은 이러한 환경의 차이를 극복하기 위해 각 시장의 특성을 고려한 광고 어필(advertising appeal)을 이용하여 특정 메시지를 전달한다. 이에 따라 기업의 국내와 해외 시장에서의 광고 어필 사용의 차이가 존재하는데, 그 차이를 찾기 위해 본 연구는 한국과 말 레이시아에서 한국브랜드가 어떤 광고 어필을 활용하는지 살펴보려고 한다. 이번 연구는 유튜브 동 영상의 콘텐츠 분석을 통해 한국과 말레이시아 시장 간 광고 어필 사용의 차이를 도출하였다. 본 논문은 말레이시아 시장에서의 마케팅 커뮤니케이션 전략을 계획할 때 국내 마케팅 매니저들이 고 려할 수 있는 실질적인 시사점을 제시한다.

When considering donation, donors may evaluate causes of need and deservedness of recipients (Bekers & Wiepking, 2011). The plight of recipients may be attributed to their misbehaviors (e.g., laziness) or social problems (e.g., poor welfare), which in turn influences donation decisions. To maximize persuasiveness of donation appeals, therefore, marketers of charity events should decide how to describe donation recipients. How potential donors perceive recipient responsibility also interacts with donor characteristics (Lee, Winterich, & Ross, 2014). We investigate how causes of need interact with donors’ cultural background to determine reactions to donation appeals. Drawing upon research on the cultural differences in thinking styles and causal attributions (Fiske, Kitayama, Markus, & Nisbett, 1998), we propose that donation appeals are better accepted when there is a correspondence between donors’ cultural background and causes of need than when such correspondence lacks. We find that Westerners and Easterners show distinctive reactions to charity appeals that present different causes of need. Specifically, we demonstrate that Westerners are more attracted to appeals with external causes, whereas Easterners are relatively unconcerned about causes of need. We also offer insight into the process via empathy and outcome efficacy through which cause of need and culture collaboratively affect persuasiveness of charity appeals. Empathy drives the effect for both Westerners and Easters; outcome efficacy drives the effect for Westerners only.

This study examined the factors influencing the purchase intention of meat substitutes. A survey was conducted on 589 consumers in Korea (297 people) and China (292 people). The perception of meat substitute foods was lower in Korean consumers than in Chinese consumers, but there was no significant difference. The purchase intention of meat substitute foods was lower in Korean consumers than in Chinese consumers (p<0.01). Korean consumers’ perception of meat substitute foods was higher in males than in females (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.001). Chinese consumers’ perception of meat substitute foods was higher in males than in females. The overall purchase intention of meat substitute foods was significantly higher in males than in females (p<0.05). The perception of meat substitute foods by Korean consumers’ was higher in their 40s and 50s than in their 20s and 30s. The purchase intention of meat substitute foods was also high in their 40s and 50s (p<0.01). On the other hand, the perception of meat substitute foods by Chinese consumers’ was higher in their 20s and 30s than in their 40s and 50s (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.01). Korean consumers’ perception of meat substitute foods had a significant positive effect on the purchase intention of meat substitutes (p<0.001). Chinese consumers’ perception of meat substitute foods also had a significant positive effect on the purchase intention of meat substitute foods (p<0.001). Overall, food technology neophobia has a significant negative effect on the purchase intention of meat substitutes (p<0.05).

The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary by nationality. Specifically, consumers in the two countries provided different responses on sustainable fashion change configuration, suggesting differences in the characteristics of sustainable and non-sustainable fashion consumers and sustainable fashion intentions. The results show that various casual recipes on sustainable fashion change the configuration and sustainable fashion intention on corners 1 and 4. Both Chinese and Korean consumers do not have several unique demographic and fashion expenditure configurations that characterize consumers with high intention to buy and eWOM intention favorable toward sustainable fashion. In the Chinese consumers’ data, computing with words (CWW) showed that young•married•low-income•low-education•low-fashionexpenditure cases (consumers) were lower on negation purchase and eWOM intentions (i.e., an accurate screening configuration identifying consumers high io non-sustainable fashion intentions). The results also help identify consumer characteristics of sustainable fashion consumers and non-sustainable fashion consumers. Specifically, the results of the fsQCA suggest dissimilar confirmation to achieve purchase intention and eWOM intention of sustainable fashion and provide meaningful academic and managerial implications. The results of the fuzzy-set qualitative comparative analysis also support and clarify the role of the theory of information process and the theory of reasoned action towards sustainable fashion.

Introduction The fashion business is known as one of the major industries that is suffering from rising concerns about the consumption of its product, which led to a reorganization of the fashion supply chain to become more sustainable three decades ago. The interest in the concept of sustainability and demand for sustainable marketing activities is gradually growing in the fashion industry due to the negative image and press it receives. Within the luxury fashion segment, the three main themes that are recognized to contribute to sustainability are exclusivity, craftmanship and limited production. However, luxury brands are increasingly shifting their attention and commitment towards environmental and social issues to be incorporated in the concept of sustainability. Yet, the majority of consumers has little understanding or misunderstands the concept of sustainable fashion and marketing, which leads to a gap between attitudes towards sustainability and actual behavior. As a result, fashion brands are trying to leverage their brand by making sustainability a key marketing strategy to raise awareness about social, environmental, economic and cultural issues. Extant research has not explored this recent trend to understand how consumers evaluate fashion brands with a sustainable marketing communication, especially in the context of luxury brands. This study investigates how luxury and mass fashion brands can utilize sustainable marketing contents in social media communication to reach their target group and enhance their equity with sustainability associations. Theoretical Development Associative network models of memory have served as a fundamental framework for a wide range of studies related to the formation and transfer of associations. According to associative network theory, brand knowledge is represented in form of an associative network of memory nodes connected to each other. Nodes are activated when cues, such as advertising, are presented. Mere exposure to cues was shown to be sufficient to active associations and facilitate association transfer. While brands are continuously attempting to make use of associative power to leverage brand equity, extant research has provided compelling reasons to accept that association transfer can also result in brand dilution when a retrieval of conflicting or negative associations occurs. Especially in the context of luxury brands consisting of very unique associations and being different from mass brands in many regards, managing the brand’s associative network is a crucial task in order to send the right signals to consumers and maintain exclusivity. This study investigates how social media communication of different sustainability dimensions affects brand attitude and how it ultimately impacts behavioral outcomes in an attempt to build brand equity for mass and luxury fashion brands. Method and Data The hypotheses are tested with 273 respondents who participated in an online experiment. They were first asked to state their involvement with the category fashion. Subsequently, subjects were presented with a brand post either for the mass or luxury brand including claims related to one of the four sustainability dimensions or no claims for the control group respectively. The experiment consisted of a 2 (brand: mass or luxury) x 5 (sustainability dimensions: none, cultural, economic, environmental, social) factorial design. The measures that followed included attitudinal as well as behavioral constructs related to the brand, sustainability as well as social media use. Analysis of covariance is applied to test for main effects and interaction effects. Summary of Findings This study provides evidence that social media communication of a sustainable brand affects the purchase intention of consumers. The findings indicate a significant difference between the mass and the luxury brand used for this study. The mass brand exhibits the potential to leverage associations with cultural, economic, and environmental sustainability. However, the results only reveal a marginally significant higher purchase intention when cultural sustainability is communicated compared to when the brand does not provide any sustainable associations. In contrast, the luxury brand suffers from significant brand dilution across all four sustainability dimensions resulting in a decline in purchase intention. Key Contributions The findings reveal that sustainability communication exerts a diverging influence depending on the type of brand that is involved. This study suggests that mass brands are able to benefit from sustainability communication in an attempt to leverage brand equity. However, for a luxury brand this type of associations rather presents a liability that might dilute the brand. The findings of this study provide important insights for brand managers. Since mass brands are currently increasing efforts into sustainable communication in the fashion industry, the results suggest that this might be a promising investment. However, luxury brands are advised to carefully manage the communication of salient content related to sustainability as it might harm the invaluable and unique associations inherent in a luxury brand.

In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.

Since 2008 to 2014 the operating margins of Chinese traditional retail industry went a sustained downward. Instead, the operating margins of online-store have been the sudden explosion. In this case which online-store sale the same products with traditional market, my research try to find out how to improve the state of traditional market since 92.5% practitioners of retail industry are doing their business in traditional market. Customer equity can estimate customer lifetime value for the company (Rust et al, 2004). The firm can make proper marketing strategy with customer equity. Customer equity can both satisfy consumers and make a profit for the company (Lemon et al., 2001).So we built a model to connect service quality and customer equity to study how to prove the competitive power of traditional market. In this paper we used customer satisfaction and brand attitude as mediating variables since Store brands have become an important contributor to retail differentiation and basis for building store loyalty (Dodd and Lindley, 2003) and in retail market customer equity varies with customer satisfaction( Pappu and Quester 2006). Considering that Chinese economic growth rate was slowing down, traditional market is being a priority for Chinese Government to relieve severe export pressure and employment pressure. In this research we would like to study the relationships among service quality, customer satisfaction and brand attitude and how they influence customer equity in traditional markets. For this purpose we built a model which composed by service quality, satisfaction brand attitude and customer equity and tested it. The survey was collected from traditional markets in China and South Korea and the data was analyzed by AMOS and SPSS.

The concept of „Sustainability‟ has become as major concern and it used by consumers and corporations to convey the concept of taking care of the environment. Environmental concern has led to sustainable consumption in a variety of product categories, such as electricity, textiles, apparel, food, and grocery products (Chan, 2001; Harrison, Newholm, & Shaw, 2005; Vermeir & Verbeke, 2006a, 2006b). Interest of the negative environmental impacts are rapidly increasing in present fashion business and consumer behavior has become a rising concern of the consumption and fashion supply chain to apply sustainable consumption (Birtwistle & Moore, 2007; Fineman, 2001). The environmental and social concern recognized in fashion industry from 1990‟s. However, the complexity of conceptual definition of sustainability and ecologically responsible consumer generates different and mistaken perception to consumer. In addition, in fashion industry, the terms of „eco-fashion‟, „environmentally friendly fashion‟,„green fashion‟, „ethical fashion‟, and „sustainable fashion‟ are frequently used interchangeably to describe the same concept. These interchangeable terminology is leading to confusion of the readers by the non-unified terminology (Choi et al., 2012). Also, consumers seem to have narrow scope and little understanding of sustainable fashion. In general, consumers focuses on environmental aspect not the wide-range of complexity of environment, social, and economical concern (Cervellon, Hjerth, Ricard, & Carey, 2010). The growing number of fashion brands are leveraging on green branding initiatives. Green marketing is increasing rapidly in corporate aspects and for a consumer perspective, global consumers are recognizing a personal accountability to take responsibility for social and environmental issues. Despite the fact many of individuals‟ willingness to purchase green products has increased in the last few years, however, there is limited studies suggest that purchase of green or sustainable products. Consumer research on sustainable fashion has mainly focused on consumer behaviors towards sustainable fashion products (SFPs); however, relevant studies that examined the whole process of the predicting proenvironmental behavior cross nationally value and the eWOM are still scarce. The purposes of research model are 1) to identify the determinants of eWOM intention on consumers' purchase intentions, 2) to examine the information adoption process as precursors of purchase intention of sustainable fashion, and 3) to testify different message types effects to information adoption process.

The main objective of this study is to compare the difference of consumers’ perception on brand context. The focal factors are brand equity, brand personality and perceived customer value. This would enhance the knowledge of cross-cultural brand equity and brand personality, especially in Fast-Fashion industry. In addition, the findings of this study show that, for a brand in different marketing context, how customers perceive the brand and contribute it to their value. The sample size of 800 consumers is applied (400 Japanese consumers and 400 Thai consumers. The focal brand is randomly selected by the researcher. The Structural Equation Modelling with multiple group analysis would be conducted for examining the differences of consumer perception on a Fast-Fashion brand. All major model fits indicator would be evaluated. Finally, the results of the study would be discussed.

The Chinese ecosystem (especially in traditional markets) has been completely subverted by on-line stores such as Taobao and JingDong after 2010. This research is to understand how to improve traditional markets since 92.5% practitioners in the retail industry conduct business in traditional markets. By the mean time Korean traditional markets attract more customers. In this research the multi-group analysis is used to analyze the difference between Chines customers and Korean customers upon customer equity in traditional markets. The research objectives are: First, to understand the relationships among service quality, customer equity drivers and customer satisfaction in Chinese and Korean traditional markets; Second, find out how to improve the three drivers of customer equity through these variables mentioned above in traditional markets. In this study the relationships among service quality, the drivers of customer equity, customer satisfaction and customer lifetime value were studied based on the analysis of the data which were collected in Chinese and Korean traditional markets.

Fashion bloggers and their personal brands have attracted significant attention in recent years, as prior research has indicated their importance in shaping the fashion industry. As fashion is cultural-specific social construct, to understand how bloggers’ personal brands are developed, it is critical to examine the practices of bloggers from two different cultures, namely, Taiwanese and American. The two cultures are chosen because fashionable persons in the U.S. are well established and can be considered as qualified brands that accumulate a significant amount of followers and fame. However, this institutional process is still under development in Taiwan where routine practices, norms and rules, and the structural features that serve to guide and constrain the behaviours of individuals have yet been established. To focus on the practices within the institution, the framework of practice theory is applied to analyze how individual bloggers negotiate their ways to become branded persons. Focusing on the best practices in the field, 20 most popular fashion blogs from the U.S. and Taiwan were selected in the sample. The verbal and visual texts visible in these blogs are analyzed. The results suggest that moving from amateur bloggers who take interests in fashion to establishing a well-connected fashionable persona in the fashion industry is a long process of celebrities in the making. The contrasts between the two countries indicate that cultural elements are important factors to consider in understanding the formation of persona-fied brands. It appears that the usual assumption of distinction between the public persona and the private persona does not always imply in persona-fied brands. When the external institutions have yet been established, the practices of such a distinction may prove to be challenging. While all the bloggers included in the sample are still unified persons that encompass both the creation and the execution of the personal brands. U.S. bloggers are slowly moving toward professional management of the brands where they see themselves as persona-fied brands and where other persons may execute the brandable qualities on their behalf. On the other hand, Taiwanese bloggers rarely make such a distinction. In fact, most of the bloggers have yet identified the two facets in their personas. They do not see themselves as micro-celebrities that stand in a higher level of the hierarchy than their fans. They regard themselves as part of a fashionable community where others appreciate their taste. This is evident by the practices of how they organize their communities and how they interact with their fan bases.

With the rapid development of digital technologies and the Internet, the boundaries between countries are shrinking and markets are becoming global (Oh et al., 2016). Simultaneously, cross-border online shopping is another trend that has spread across the world, and global e-commerce has now become a reality (Johnson et al., 2003; Moore, 2015). However, in prior studies related to eWOM, the national culture has received little attention among the numerous factors that could adjust the effect of eWOM (Christodoulides et al., 2012). In addition, in the real world, although individuals are frequently exposed to combined eWOM messages containing both positive and negative information about the same product, most previous studies on eWOM have focused on the one-sided eWOM valence. There are not many empirical studies on the influence of the two-sided eWOM valence on consumers’ persuasions. Thus, Study I examines the attitude effect of the two-sided eWOM valence from a cross-cultural perspective, particularly on the basis of the differences in thinking styles between the Easterners and Westerners. For this, we use a 2[Valence: positive/negative, negative/positive] x 2[Culture: East (South Korea), West (United States)] factorial design. To classify the culture, the thinking style was measured as a within-group variable. As a result, the interaction effect between valence and culture (nation) was significant. Specifically, in the East (South Korea), no significant difference existed in the changes in brand attitude depending on the two-sided eWOM valence, whereas brand attitude changes from a negative/positive presentation order in the West (United States) were significantly larger than the positive/negative presentation order. Study II demonstrates the mediated moderation effect of perceived cognition congruency in a cross-cultural setting for explaining the underlying mechanism. Drawing on the cognitive fit theory, we present a two-sided eWOM-consumers’ perceived cognition congruency proposition: the two-sided eWOM valence that matches the information processing order consumers habitually have would facilitate the favorable comprehension (reflected by perceived cognition congruency) and assessment (reflected by changes in brand attitude) of the reviews. As a result, the two-sided eWOM valence indirectly affects brand attitude changes by mediating perceived cognition congruency. This valence directly affects the brand attitude changes in the Westerner (United States) group, which has an analytical thinking style. However, the direct and indirect effects of two-sided eWOM valence on brand attitude changes are not significant in the Easterner (South Korea) group, which has a holistic thinking style. This examination might explain why differences in the changes in brand attitude between the Easterners and Westerners were revealed through the twosided eWOM valence, thus providing in-depth insights into consumer responses for the valence. This study expands the diversity of studies conducted on the characteristics of the two-sided eWOM. Furthermore, it is expected to provide a strategic direction and practical implications for two-sided eWOM-driven information management by organizations.

Expensive handbags, in particular, luxury designer handbags are incredibly popular among fashionable women. This is why many fashion houses such as Chanel and Hermes offer handbags as another product line as part of their accessories category (Juggessur, 2011). Some retailers claim that owning a luxury designer handbag worth more than £1,000 can make financial sense to middle-class women, who may not spend as much on clothing, but view an expensive luxury designer handbag as an investment piece which can be used every day, adding a touch of glamour (Juggessur, 2011). The global handbag market encompasses exceedingly dynamic players and an expanding consumer base, which is expected to flourish due to increasing demand from emerging markets and strong performances by the international luxury brands (Digital Luxury Group, 2013). The top 10 markets for luxury handbags, collectively gathered over 120 million online searches, demonstrating substantial global demand for the world’s most covetable luxury items (Digital Luxury Group, 2013) (see Figure 1) . Figure 1: demand of luxury handbag globally (Digital Luxury Group, 2013) The country subjects are UK and Indonesia. Despite the fact that both of Indonesia and UK are reflected as positive luxury market (Digital Luxury Group, 2013; Euromonitor, 2014), both of the countries have differences which may lead to different motivation of luxury purchase. Indonesia is emerging market, while UK is a mature market. The rise of emerging market makes difference. Back then, individualist country is more refer to western developed countries, while collectivistic country is refer to eastern developing countries (Hofstede, 2011; Shukla, 2012). Nowadays, emerging countries are catching up with developed countries (Nielsen, 2013). Increasing exposure to global media and the depiction of western lifestyles in local media seem to have increased the desire for high-quality goods and services among consumers in emerging markets (Belk, 1999). With regards to luxury products and services, studying the consumption patterns in emerging markets is particularly important due to the phenomenal growth of luxury consumption among consumers in these markets (Shukla, 2012). For example, according to Bain and Company (2012), 85 per cent of all luxury stores will be opening in emerging markets over the coming decade. Moreover, recent studies highlight the significantly strong influence of the materialism trait with luxury consumption in emerging markets (Lertwannawit and Mandhachitara, 2011; Podoshen et al., 2011). As predicted by BCG (2010), in 2015, emerging-market cities will account for around 20 per cent which is $2.6 trillion of the total global consumption of clothing and house as a priority of future expenditures. The key consumer base for luxury goods has long since left Europe, moving West to the United States, but also East to the Gulf States and Asia, and South to Latin America, particularly Brazil (Business of Fashion, 2014). Luxury companies are no longer focusing for mature market. However, luxury goods enable consumers to satisfy their material as well as socio-psychological needs to a greater degree than regular goods (Vigneron and Johnson, 2004; Wiedmann et al., 2009). Luxury brands are one of the most profitable and fastest-growing brand segments, yet at the same time, the social influences associated with luxury brands are poorly understood and under investigated (Shukla, 2010; Wiedmann et al., 2009; Tynan et al., 2010). Increasing exposure to global media and the depiction of western lifestyles in local media seem to have increased the desire for high-quality goods and services among consumers in emerging markets (Belk, 1999). With regards to luxury products and services, studying the consumption patterns in emerging markets is particularly important due to the phenomenal growth of luxury consumption among consumers in these markets (Shukla, 2012). From those passages, it can be inferred that emerging market countries are the targets of luxury brand companies to invest in the market. Culture is changing: The rise of Emerging Market As previously discussed in the second chapter, when the political, societal, and economic environments change, people's cultural values also change. Thus, many cultural theories should be updated and re-evaluated periodically. Hence, Wu (2006) said that Individualistic vs. Collectivistic Dimension theory is no longer applicable. Additionally Saiq et al. (2014) said that Hofstede’s Individualistic Dimension work is too old and can’t be effectively implemented in the era of rapidly changing environment, convergence and globalization. The arguments by Wu (2006) and Saiq et al. (2013) is supporting Bian and Forsythe (2012) which argue that culture is changing as a consequence of the increasingly global economy especially in emerging market, converging in the direction of greater individualism. As a result, collectivist societies might adopt some individualistic elements, but this would not change their societal identity or their social label as a collective society (Bian and Forsythe, 2012). The contrasts between few contemporary studies of luxury value perception in Individualistic vs. Collectivistic Country (Bian Forsythe; 2012, Li et al, 2012; Shukla and Purani, 2012) (see Table 1) are leading to confusion in understanding value perception on luxury purchase between individualistic country vs. collectivistic country. For an instance, according to Li et al. (2012), a collectivistic country (China) has high consideration of functional value dimension for luxury purchase, but according to Shukla and Purani (2012), a collectivistic country (India) has low consideration of functional value perception for luxury purchase. Another example, according to Bian and Forsythe (2012), an individualistic county (US) consider high personal and social value dimension for luxury purchase, but according to Shukla and Purani (2012), individualistic country (UK) consider low personal and social value dimension on the luxury purchase. The study results were supporting a statement of Shukla (2012) that culture is not static and it keeps changing Table 1: The contrast between study results about value perception across culture Impact on the Future Brand Strategy Consumer value plays as critical role at the heart of all marketing movement and hence undoubtedly deserves attention of every consumer scholars (Holbrook, 1999) especially, in the next decade, customer is predicted as the key orientation of luxury business (BCG Report, 2014) (see Figure 2). The current crisis in luxury marketing area is encouraging companies to look more deeply into the links between consumers and luxury brands (Godey et al., 2013). Consumption of luxury products is based on two main reasons: the purchase for one’s self, for pleasure and purchase as a symbol of success (Godey et al., 2013). Nevertheless, whatever the perspective chosen, the brand remains the main vehicle for connecting with the consumer (Godey et al., 2013).To understand the right brand strategy, the purpose of this study is to identify the constructs of perceived peer communication in social media activities of luxury fashion brands, and to evaluate the influence of those activities on purchase intention in the UK and Indonesia. This research will propose a strategy to enhance brands' performance by defining specific factors relating to purchase intention. Moreover, the findings will enable luxury brands to forecast customer purchasing behaviour. The full conceptual model of this study can be found on Figure 2. Figure 2: The conceptual model of the study Methodology Steenkamp and Baumgartner (1998) suggest using a structural equation modelling approach for cross-culture study. SEM analysis has been successfully applied by many scholars to measure luxury value perception (Bian & Forysthe, 2012; Shukla, 2012; Casidy, 2012; Monkhouse et al., 2013; Hennigs et al., 2013). The structural equation design of this study is illustrated on Figure 3. The method of self-completion questionnaire allows for a greater geographical coverage than face-to-face interviews without incurring the additional costs of time and travel and they are particularly useful when carrying out research with geographically dispersed populations (Seale, 2012). Self-completed questionnaires were distributed to thirty students with snowball sampling by online survey to each country (UK and Indonesia) and twenty valid samples were utilised from each country. Criterion sampling strategy reviews all cases that meet predetermined criteria (Patton, 2002). Both criterion and snowball sampling techniques were components of a purposeful sampling strategy designed to identify participants with this criteria: A. Originally from and live in Indonesia or originally from and live in the UK. B. Having experience in purchasing at least one of luxury handbag. Figure 3: The structural equation design of the study Result There are significant differences of value perception on luxury handbag between Indonesian consumers and UK consumers. Indonesian consumers are highly influenced by Social Value Perception while British consumers are less influenced by Social Value Perception when buying luxury handbags. British luxury handbag consumers are more focusing on the Functional Value Perception which is not much considered by Indonesian consumers. However, consumers from both countries are highly influenced by Personal Value Perception.

The purpose of this paper is to explore underlying motivations relating to the purchase of counterfeit luxury brands. Due to an increased demand for counterfeit goods in the luxury sector, understanding the motivations and determinants of counterfeit purchasing behaviour is becoming increasingly important for both academics and managers (Wee et al 1995; Perez et al 2010; Bian and Moutinho 2011). Counterfeit products rely on original brand features and leverage the brand’s evocative power and symbolic values, even if they don’t possess its intrinsic attributes and original materials. Therefore, consumers might choose a specific brand (and the associated brand values) and in the meantime compromise on the functional values of the product itself, because they are attracted more towards the symbolic features of recreating a brand experience (Gentry et al. 2001). This “brand importance” in counterfeit consumption represents for Grossman and Shapiro (1988) the possibility for consumers to “unbundle the quality and prestige attributes of branded products”, so that counterfeit consumers can “enjoy the status of displaying a prestigious label without paying for a high-quality product” (Grossman and Shapiro, 1988, p.98). Wiedmann et al (2012, p. 554) highlight the need to “examine the reasons why consumers choose the counterfeit over the authentic product,” arguing that an understanding of counterfeit purchase behaviour has to be informed by an understanding of the motivational value dimensions related to genuine luxury brands and goods. This paper uses their luxury value framework to explain the values related to counterfeit consumption. This study focuses on European consumers of luxury products, specifically Italians and Germans. Using a qualitative research approach we were able to evaluate consumers’ multidimensional luxury and counterfeit consumption decision making patterns. Since counterfeit is ultimately an illegal trend, there was a risk that consumers might not want to discuss their perspectives in front of other peers (Bryman and Bell, 2007). Hence, in order to avoid the appearance of potential bias linked to social desirability issues, this research has been structured around in-depth interviews. These semi-structured interviews were informed by existing literature (Saunders et al., 2009). Overall, the sampling frame had to exhibit different socio-demographic psychographic characteristics, so to give a more widespread overview on the response type. Therefore, the sample consisted of consumers with a differentiated educational and employment background and different lifestyles. All respondents were domiciled in larger cities, which increased the possibility for previous interaction with the counterfeit market. Analysis focused on the key themes and patterns that that emerged throughout the interview process (Yin, 2011). Findings have shown how there are major differences in how German and Italian respondents value and engage with counterfeit consumption. Indeed, the research has underlined the presence of varied counterfeit value dimensions that are linked to a consumer’s own luxury values (Wiedmann et al., 2012). Moreover, while luxury consumption is motivated by a consumer’s intrinsically and extrinsically driven desires, counterfeit consumption has been assessed to be motivated more by the values attached to the financial or functional dimensions of a counterfeit product, which complies with past researches on consumer’s value consciousness and on the possibility to engage with short-term trends without the economic investment of purchasing a genuine product (Geiger-Oneto et al., 2012). The research outcome emphasises how consumers from both countries are stimulated to engage with counterfeit goods according to the values they attach to. Since the evaluated consumers are mainly also active luxury goods purchasers, who therefore are aware of and can recognise the difference between a genuine and non-genuine good, it appears as restrictive and ineffective to highlight differences between luxury and counterfeit goods. Additionally, as highlighted by Hieke (2010) and Hart et al. (2004), the more consumers grow familiar with purchasing counterfeit goods, the more they reduce dramatically the consideration they have for the illicitness of this purchase behaviour. The contribution of this study is twofold; theoretical and managerial. Using Wiedmann et al’s (2012) framework we develop theory by delineating motivations of counterfeit buying behaviour. We present practical suggestions to managers for mitigating against the negative impact of counterfeiting on legitimate luxury brands.

A survey of 570 adolescents reveal that attitudes toward luxury fashion brands rely on a balance between desires for assimilation (i.e., susceptibility to peers’ influence) and individuation (i.e., need for uniqueness); innovativeness mediates these relationships and culture plays a moderated mediation effect.

이 논문의 목적은 북한선교를 타문화권 선교로 접근해야 하는 이유를 입증하는 것이다. 필자는 북한이 타문화권이라는 것을 밝히기 위하여 로이드 콰스트(Lloyd Kwast)의 문화의 구성에 대한 ‘4개의 동심원층 모델’을 이용하였다. 로이드 콰스트의 문화에 대한 이론으로 분석한 북한은 한국과는 완전히 다른 타문화권이었는데, 그 이유는 네 가지이다. 첫째, 북한 사람의 행동, 습관, 관습, 제도가 남한과 다르기 때문이 다. 남북한은 분단 이후 70년이라는 세월이 흐르면서 정치적, 경제적인 체제의 차이로 인하여 타문화권이 되었다. 북한사람은 일상적인 삶 가운데서도 김일성 우상화(신격화)의 영향으로 종교적 행위라고 판단 될 수 있는 행동들을 많이 하면서 살아가고 있다. 둘째, 북한 사람의 가치관이 남한과 다르기 때문이다. 북한 사람은 북한당국의 사회주의 혁명(건설) 논리, 사회 안정 논리, 위기 극복논리 에 따라 평등주의, 집단주의, 획일주의, 수령중심주의 가치관을 발달시 켰다. 그러나 북한 사람의 실제 삶은 이상적인 가치관(ideal value)과 현실적 가치관(real value) 간의 타협의 산물이다. 셋째, 북한 사람의 신념체계가 남한과 다르기 때문이다. 북한당국 이 원하는 이상적 인간형은 주체형의 공산주의 혁명가이다. 주체형의 새 인간은 김일성 혁명사상과 교시로 자신의 신념체계를 삼아 김일성에 게 대를 이어 절대 복종, 충성하고, 자신의 목숨을 기꺼이 던질 수 있는 사람을 말한다. 넷째, 북한 사람의 세계관이 남한과 다르기 때문이다. 북한 체제가 국가종교 형태를 추구하면서 북한 사람의 세계관에는 김일성이 ‘하나님’ 으로 자리를 잡고 있다. 북한당국은 종교적인 용어들을 차용하여 김일 성에게 적용시켜서 김일성을 우상화(신격화)하고, 어릴 때부터 철저하 게 세뇌교육을 시키고 있다. 그래서 북한은 ‘김일성교’를 믿는 국가종교 체제라고 규정할 수 있다. 필자는 이런 논증을 통해서 이 논문을 시작하며 제시하였던, “북한 선교는 타문화권 선교로 접근해야 한다.”는 가설이 옳았음을 입증하였 다. 로이드 콰스트의 이론으로 분석한 북한은 남한과는 완전히 다른 타문화권 사회이다. 북한선교는 동일문화권 선교가 아니라 타문화권 선교로 접근해야 한다. 비록 민족이 같고 언어가 같아서 의시소통이 된다 하더라도 타문화권 선교로 접근할 때 올바른 선교가 이루질 것이다.