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BRAND PROMINENCE AND STATUS IN LUXURY CONSUMPTION
Luke Butcher,Ian Phau 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This study sets out to examine how status consumption and prominence of brand markings influence consumer’s desire to purchase luxury fashion goods. Significant findings include emotional value’s powerful influence over purchase intention of luxury goods, and the empirical differences observed between two levels of brand prominence.
Setting the Research Agenda of the eSports Revolution
Luke Butcher,Kevin Teah 글로벌지식마케팅경영학회 2023 Journal of Global Sport Management Vol.8 No.2
A titan of popular culture and commerce, the positive trend lines of eSports audiences, participation and commercial output run counter to those of many traditional sports. Despite the reluctance of the uninitiated to consider them ‘sports,’ eSports continues to evolve, grappling with similar issues emerging from advancements in technology, ethics, inclusion, and the incursions of brands into this identity-driven entertainment industry. These issues and more warrant the attention of sports management scholars. Thus, a deeper scholarly understanding is achieved through examining a diverse range of perspectives, including understanding eSports players themselves, how they interact, the health and wellness challenges they face, and how the industry is impacted by the necessary commercial involvement of big brands. In synthesizing these insights with traditional sports management knowledge organisations, brands, and policy makers can contribute to fostering an industry that has captured the interests of many millions across the globe.