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Fashion Marketing Research in a Turbulent Environment: A Global Network to the Special Issue
Burns, Leslie Davis,Kim, Eun-Young Korean Academy of Marketing Science 2010 마케팅과학연구 Vol.20 No.1
作?全球??科???本期特刊的合作??, 我?非常高?出版了?????相???注?前??的高水平?究?文. 全球??科???本期特刊是????科???(KAMS)和????服??合?(ITAA)通?不?努力宣?全球的?????者的成果. 本期出版的所有?文均在2009年????服??合?和????科???的 "在??激烈的?境中的?????究" 的?合?????中首次?表. 此次?合??????????服??合?的年?一起在美??盛?的????行. ??延世大?的高?珠博士和美?俄勒?州立大?的Leslie Burns博士共同??此次?????. 我?鼓??自不同?家和?究机?的?表者和作者?本期特刊完善他?的文稿. 稿件投至合作??, 在本期特刊出版前所有的投稿稿件都被??公正的??和再次??. 本期特刊增强了全球????机制的合作?究和跨文化??. 特刊中?文的主?可以?????方面: ??市?中的消?者行?和有?企?社??任的??.
FASHION DESIGN AND MARKETING FOR SUSTAINABILITY AND SOCIAL CHANGE:THEORY AND PRACTICE
Leslie Davis Burns 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This paper integrates scholarly work and industry practices in fashion design, marketing, and consumer behavior as the basis for presenting six principles of fashion design and marketing for sustainability and social change. Criteria for effective marketing strategies are offered.
Leslie Davis Burns,Stuart Webster 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
Three learning modules on corporate social responsibility (Systems Processes Learning Module, Codes of Conduct Auditing Terminology, and Factory Audit Simulation) were developed and assessed in an upper division course in global fashion sourcing. Three forms of assessment resulted in revisions to the learning modules to meet the learning objectives.
FASHION DESIGN AND MARKETING FOR SUSTAINABILITY AND SOCIAL CHANGE:THEORY AND PRACTICE
Leslie Davis Burns 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This paper integrates scholarly work and industry practices in fashion design, marketing, and consumer behavior as the basis for presenting six principles of fashion design and marketing for sustainability and social change. Criteria for effective marketing strategies are offered.
Ruirui Zhang,Shan Xue,Leslie Davis Burns 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
In this paper, researchers investigated current fashion brands’ social media micro-blogging marketing strategy and consumers’ word of mouth reactions. More than 5,000 of the micro-blogs posted by fashion brands and 143,000 of customers’ comments were analysed in this study. Researchers firstly investigated the overall micro-blogging marketing structure for each fashion brand and compared them. Then researchers identified the type of expression pattern of each fashion brand currently in the micro-blogging context, negative or positive sentiments. Researchers found that fashion brands are using different micro-blogging marketing strategies. Forever21 used 61% micro-blogs for customer communication. H&M posted very diverse micro-blogs content to their official account. Their main micro-blogs were used for new product promotion (43%) and brand’s live event broadcasting (33%). Luxury brands, such as Burberry, more than 52% of micro-blogs posted last year were used for new product promotion and 36% of their micro-blogs contents included celebrities’ images of wearing Burberry product. Chanel used 60% of their micro-blogs to broadcast and introduce their brand events. There was no sale information posted on Chanel and Burberry’s micro-blogs account. Through sentiment analysis, researchers also found the brands have very positive electronic word of mouth (e-WOM). Particular, luxury fashion brands are having better e-WOM than fast fashion brands.
Avant-Garde Fashion: A Case Study of Martin Margiela
Reddy-Best, Kelly L.,Burns, Leslie Davis The Korean Society of Costume 2013 International journal of costume and fashion Vol.13 No.2
We studied the meaning of the term avant-garde in relation to clothing of the 1980s and 1990s by examining the media's perceptions of Martin Margiela, a Belgian deconstructionist designer who was often labeled as avant-garde by journalists, scholars, and fashion critics in the late 20th century. A five-step content analysis method described by Paoletti (1982) was used to conduct the research. Newspaper and magazine articles in the 1980s and 1990s were analyzed using a set of existing avant-garde characteristics developed by Crane (1987) to determine if those journalists' perceptions matched the characteristics described by Crane. Results indicated that the journalists' critiques and descriptions matched the avant-garde characteristics described by Crane (1987). Including a subjective element to the conceptualization of the term explains how journalists described Margiela's designs despite Japanese designers' use of similar techniques before him. We (re) conceptualize the term's latter 20th century meaning and shifting dialogue to include a subjective element.