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Childs, John L. 이화여자대학교 사범대학 교육학과 1967 교육 연구 Vol.- No.30
흔히 Pragmatism의 발상에 있어서 미국의 독특한 여러 요소가 담당했던 역할을 과정하기 쉽다. Pragmatism의 창시자 - peirce, James, Dewey, Mead-들은 모두 서양철학의 전통에도 정통하였던 것이다. 물론 미국문명의 여러 호조건은 이들이 Pragmatism의이념을 발전시키는데 있어서 알맞은 전후관계를 이루었지만 Pragmatism의 지도적 인물들은 서구철학의 유산에 의하여길러진 정신으로 사고하였었다. Peirce와 James 양인은 그들의 철학적 관점이 유럽의 뛰어난 사상가들의 관점과 관련되어 있음에 대하여 분명한 언급을 하였다. Pragmatic이라는 말과 Pragmatism의 정의에 대한 논쟁에서 Peirce가 "나는 Kant의 순수성 비판을 숙고함으로서 실용주의의 사고방식에 이르렀다."고 말하였다. 그는 또한 "그 이전의 철학과 아무 관계도 없는 전혀 새로운 철학적 학설은 그것이 완전한 거짓임을 면할 수가 없다. 그러나 실용주의의 연원을 거슬러 올라가면 거의 모든 고대에까지 이른다고 말함으로서 Pragmatism의 과거 사상과 연결을 주장하였다.
Lim Heejin,Childs Michelle,Cuevas Leslie,Lyu Jewon 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.2
Grounded on commodity theory, this study examines the effects of content ephemerality on the perceived feeling of exclusivity in luxury brands’ social media communication. This study also investigates the role of luxury brand followers’ social value orientation in the effectiveness of the ephemeral content strategy. Employing Instagram as a study context, we conducted two main experiments using a single factor (i.e., ephemeral versus archived content) between-subject design. The findings of this study demonstrate that ephemeral content generates a higher level of perceived exclusivity than archived content. However, this effect was significant only for those relatively low in social value orientation. Also, perceived exclusivity was found to mediate the moderated effects of presentation modes on attitude towards a luxury brand’s Instagram. A neglected area in the field of luxury brands’ social media communication is how to develop differentiated content strategies for distinct audiences. The findings of the two studies suggest that while luxury brands reach a wide range of consumers via brand online social networking, they should consider offering the feeling of exclusivity to enhance attitude towards social media content among those low in social value orientation. We recommend that luxury brands carefully utilize the ephemeral content strategy as a solution.
Heejin Lim,Michelle Childs,Leslie Cuevas,Jewon Lyu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This study aims to assess the effectiveness of backstage storytelling in luxury brands’ social media communication and examine a psychological mechanism that elucidates how luxury brands’ backstage storytelling influences consumers’ attitudinal and relational outcomes. The theory of narrative transportation (Escalas, 2004) was employed as a theoretical lens. Focusing on the effects of visual storytelling in a social media platform, this study proposed that photos of a luxury brand’s backstage images offer a greater level of narrativity than staged images of products and models. Additionally, this study proposed VIP emotions and perceived intimacy as mediators between transportation to photo narrative and attitudes toward the brand, brand evaluation and self-brand connection. In addition, the effectiveness of social media for luxury brands’ visual storytelling was tested by testing the role of telepresence in viewers’ information processing. This study selects Instagram, a visual-oriented social media platform, as the study context; Chanel, a luxury fashion brand, was selected to develop the study stimuli. Two Instagram accounts for Chanel were created as study stimuli through a pre-test: one account with frontstage brand photos and one account with backstage brand photos. Students from two universities in the Southeast and Midwest were recruited and randomly assigned to one of the two experimental conditions, frontstage (n=118) or backstage (n=134) Chanel Instagram account. Manipulation checks confirmed that respondents perceived the experimental conditions as intended. Our results revealed that viewers in the backstage condition experienced higher levels of transportation than those in the frontstage condition; VIP emotions and perceived intimacy mediate the relationship between transportation and attitudes towards a brand’s Instagram, brand evaluations, and self-brand connection. Additionally, ANCOVA results confirmed the interaction effects of telepresence on transportation is significant only in the backstage condition. Findings from this study shed light on the effectiveness of luxury fashion brands’ visual storytelling in social media communication.
한상린,Simon Sang Hoon Childs 한국마케팅과학회 2016 마케팅과학연구 Vol.26 No.1
This study presents a model which integrates supplier CSR reputation, business customer trust and relationship commitment. In detail, while a supplier’s economic and legal CSR reputations are hypothesized to affect a business customer’s credibility-based trust in a focal supplier, ethical and philanthropic CSR reputations are hypothesized to aff ect benevolence-based trust. The proposed framework was tested using data from 129 buying firms based in Germany. Results showed that a supplier’s legal CSR reputation infl uenced a business customer’s credibility-based trust. In contrast, a supplier’s ethical and philanthropic CSR reputations were found to infl uence a business customer’s benevolence-based trust. No signifi cant relationship was found between a supplier’s economic CSR reputation and credibilitybased trust. In response to increasing calls to stretch the research scope of CSR concepts from consumer research to B2B marketing research, this study offers empirical evidence suggesting that supplier CSR may have positive effects on business customers’ outcomes, as reflected in increased levels of business customer trust in buyer– supplier relationships.