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RISS 인기검색어
- 검색키워드
- 저자 : Jan C. L. König (검색결과 4 건)
- 무료
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The legends of tomorrow: A semiotic approach towards a brand myth of luxury heritage
Jan C. L. König,Klaus-Peter Wiedmann,Nadine Hennigs,Janina Haase 한국마케팅과학회 2016 마케팅과학연구 Vol.26 No.2
The art of positioning luxury brands within a frame of heritage myths has become increasingly important for marketing and management recently, for communicating luxury values from the perspective of a unique brand is a major task to distinguish companies and products within the field of luxury and to gain a strong individual identity. However, the complexity of signs within shop designs is a semiotic phenomenon that is still rather focused on by the humanities, while its effective adaption for luxury fashion brands regarding heritage and value communication is still poorly understood and has not been explored so far. The most important value of our study is to present and analyse luxury sign chains in a traditional London gentleman’s bespoke shop with a semiotic approach. The analysis, based on Roland Barthes’ philosophy, leads to results which indicate remarkable implications for luxury brand management as well as to the suggestion to apply linguistic approaches more often for future research in luxury fashion, brand management, and marketing semiotics.
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Janina Haase,Nadine Hennigs,Jan C. L. König,Klaus-Peter Wiedmann 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
Storytelling has become increasingly of interest for marketing and management in the last years and promises both aesthetic design and effecting consumers’ perception of fashion brands positively. Nevertheless, the complexity of story design, still being rather focussed by the humanities, and its effective adaption for luxury fashion brands regarding value perception and related behavioural consequences are still poorly understood and have not been explored so far. We seek to fill this research gap. In our study, we chose a luxury brand’s existing story and applied story concepts of narratology to rearrange plot, characters, and style first. In a second step, we examined the effect of applying the story concepts by testing the perception of three different groups (no story, original story, and rearranged story). Using PLS path modelling, we proved our hypotheses empirically. Our examination suggests that an application of narrative concepts for creating fashion brand stories has a measurable impact on consumer’s reception and behavioural outcome. On the one hand, this involves dimensions of luxury value, such as financial, functional, individual, and social consumer perceptions as well as an overall likability perception of the brand. On the other hand, this perception obviously impacts consumption habits regarding luxury fashion as much as it is related to recommendation behaviour, willingness to pay a premium price, and purchase intentions. Our findings strongly advice to consult established theories, concepts, and models of the humanities for storytelling in marketing and management. While measuring specific elements already proves their applicability, it will be a major task for theoretical and qualitative research to discuss existing material for the demands of marketing and management as well as (fashion) brands. Even for professionals in brand management, our study advices to have a closer look on traditional storytelling concepts to create effective campaigns. The particular value of our study is to present and empirically verify design elements of storytelling with respect to theoretical narrative approaches, which may have specific impact on certain luxury values and their causal effects on luxury fashion consumption. Our results reflect remarkable implications for luxury brand management as well as future research in luxury fashion, brand management, and marketing storytelling. A luxury company may stimulate purchase behaviour with a storytelling campaign. Nevertheless our study proved that a rather appropriate design, respecting research approaches of narratology, is able to increase the impact on consumers’ perception and behavioural outcome.
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Klaus-Peter Wiedmann,Jan C. L. König 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4
Storytelling is a genuine field of interest of narratology and the philologies. While it becomes important to both managers and researchers, these origins in analysing and discussing seem to be underrated in contemporary approaches. This paper seeks to close this gap by introducing theories from the humanities regarding qualitative methods for a conceptual frame that covers the core elements of storytelling and the possibilities of transmitting certain issues on the purpose of specific effect. For values are a typical issue in brand management, we offer an example of a qualitative approach towards values in storytelling. Finally, we offer an outlook on a following consecutive research combining both qualitative and quantitative methods.
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Klaus-Peter Wiedmann,Jan C. L. K?nig 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Storytelling is a genuine field of interest of narratology and the philologies. While it becomes important to both managers and researchers, these origins in analysing and discussing seem to be underrated in contemporary approaches. This paper seeks to close this gap by introducing theories from the humanities regarding qualitative methods for a conceptual frame that covers the core elements of storytelling and the possibilities of transmitting certain issues on the purpose of specific effect. For values are a typical issue in brand management, we offer an example of a qualitative approach towards values in storytelling. Finally, we offer an outlook on a following consecutive research combining both qualitative and quantitative methods.
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