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Marketing in the metaverse: Moving forward – What’s next?
Isaac Cheah,Anwar Sadat Shimul 한국마케팅과학회 2023 마케팅과학연구 Vol.33 No.1
The widespread adoption of the metaverse has generated significant discussions within the marketing community about the challenges and opportunities it presents for consumer interaction with brands. This paper investigates how the metaverse may affect marketing and suggests a novel paradigm to deal with these problems. Furthermore, this article highlights new research directions. The article also offers a checklist for researchers to use when researching the potential advantages or disadvantages of the metaverse for digital marketing and advertising, branding, services, supply chain and logistics, ethics and sustainability, diversity and inclusion and consumer wellness. The proposed research agenda intends to offer insightful information to academics, practitioners, and decision-makers.
Young consumer’s attitude toward local versus foreign luxury brands
Isaac Cheah,Anwar Sadat Shimul,Macy Hoi Ming Man 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.4
This paper investigates the young consumer’s attitudes toward local versus foreign brands of fashion products. A 4 by 4 fixed factor framework is utilized. This includes four fashion product categories (e.g., Sunglasses, Jeans, Shoes and Perfume) and four COO cues. The four chosen COO were Italy, Australia, South Korea and China. Data (n = 200) were collected using a convenient sample of undergraduate business students in a large university situated in Australia. The findings showed that young (non)status consumption revealed no significant difference in product quality and brand image evaluation for Australian and Italian branded products, however, luxury fashion products branded in Korea and China are not favored. Furthermore, the study suggests that low and high country image as well as the country-related product image are critical elements to influencing the product-country congruity between consumers and their perceptions of luxury fashion products. The findings from this study hold important implications and guidelines for luxury brands and fashion houses that wish to enter an international market to better understand the consumer behavior.
CONSUMERS’ NEED FOR SUBTLE BRANDING
Jared Lloyd,Isaac Cheah 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This research aims to consider the respective roles of status seeking consumption, interpersonal influence and need for uniqueness, and to set these relationships within a broader theoretical context of the literature on the “extended self” and “self-congruity”. Furthermore, “consumer’s need for subtle branding” (e.g. inconspicuousness of a brand’s mark or logo) is proposed to moderate the relationship between these consumer attitudes toward luxury brands and the purchase intention of luxury brands.
FACTORS AFFECTING CONSUMER ATTITUDE AND PURCHASE INTENTION OF LUXURY BRANDS
Jared Lloyd,Isaac Cheah 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This paper identifies the key antecedents and moderators with regard to brand attitude and purchase intention of luxury brands. The findings suggest that is a strong importance of status seeking, as well as informational influences towards consumer brand attitude of luxury brands for both subtle and prominent brands. In addition, the moderating results indicate that consumer need for subtle branding only moderated the relationship between informational influences and consumers band attitude for subtly branded luxury products.
Wesley Lim,Ian Phau,Isaac Cheah,Min Teah 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This paper seeks to conceptualize the phenomenon known as the “Fear of Missing Out” by developing and validating a measurement scale – “Fear of Missing Out” (FOMO-SCALE) to be used in a marketing context. It will also further explore various antecedents that may impact on FOMO. The study suggests an alternative approach towards the conceptualization of FOMO by defining it as a personality trait as opposed to an outcome of a behavior.
DEVELOPMENT AND VALIDATION OF CONSUMERS’ NEED FOR INGREDIENT AUTHENTICITY (CNIASCALE)
Zahira Zainol,Ian Phau,Isaac Cheah 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
Concepts from country-of-origin, the authenticity concept and ingredient branding make up the essential literature for this scale development. This study intends to develop a scale specifically to measure consumers’ motivation to seek for ingredient authenticity in luxury brands. The proposed methods for scale development and its implications are also highlighted.
CONCEPTUALIZING ‘COUNTRY-OF-INGREDIENT-AUTHENTICITY’ OF LUXURY BRANDS
Zahirah Zainol,Ian Phau,Isaac Cheah,Michael Lwin 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
The study investigates the influence of “country of ingredient authenticity” towards product and brand evaluations of luxury brands and ultimately how these constructs influence the willingness to buy and recommend luxury brands.