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RISS 인기검색어
- 검색키워드
- 저자 : Pedro Mir Bernal (검색결과 4 건)
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The role of e-commerce in the internationalization of Spanish luxury fashion multi-brand retailers
Pedro Mir-Bernal,Simone Guercini,Teresa Sádaba 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.1
The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms aff ect the international sales of multi-brand retailers? This paper presents a data analysis of the 15 most important Spanish fashion multi-brand retailers and the diff erent prospects of e-commerce today. Our analysis of online stores shows an open mentality when it comes to adapting to this new business model, but the late integration and inexperience of the majority of retailers limit their performance. Information from diff erent channels and further research through the collaboration of brands would have given us more detailed information regarding the current situation within this sector. The paper analyzes the current situation of e-commerce luxury fashion multi-brand stores and mainly focuses on the Spanish market, even though it also off ers a global overview.
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New marketing in fashion e-commerce
Simone Guercini,Pedro Mir Bernal,Catherine Prentice 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.1
This paper introduces a special issue devoted to the emergence of new marketing models and tools within a fashion e-commerce context. Despite the importance of physical stores, in recent years, we have witnessed substantial development regarding the electronic trade in fashion products. In eff ect, fashion products represent a major category within e-commerce and have witnessed the development of a “new” form of online marketing. Special attention should be paid to the internationalization of e-commerce within the fashion industry. New models and tools have emerged in relation to: the technology/ consumption interface and the strategies of the diff erent players within the business sector; the integration of online and offl ine fashion marketing; the impact of new IT technologies and new marketing on preexisting fashion marketing policies, such as customization; and the role of new emerging players such as fashion bloggers and infl uencers. In this period of change, new and traditional marketing tools co-exist. The fi ve articles in this special issue seek to contribute to research whose aim is to systemize new models and tools that may be useful for practitioners and marketing researchers working in this fi eld.
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Arch G. Woodside,Pedro Bernal Mir 한국마케팅과학회 2019 마케팅과학연구 Vol.29 No.3
This study describes the use of a true (not quasi or “natural”) field experiment to test the impact of a third-party endorsement message embedded in an email advertisement on customer behavior – the message embed calls attention to reviews of third-persons’ hotelstays, mostly positive assessments, and a high overall rating (i.e. four stars in TripAdvisor for a national (Spanish) hotel chain. Applying a between-subjects experiment design, each of two versions of the email advertisement was sent to one of two random samples of treatment (embed) and control (no embed) groups of hotel’s customers (n = 97,451 and 97,662, respectively). The study includes five dependent variables (DVs): clicks-to-open email; clicks-to-open offer; clicks-topurchase room rental; number-of-nights stayed; and total revenue generated for the treatment versus control groups. Behavior was higher for all dependent measures per participants in the treatment versus control groups. Revenue per study participant was 0.083 € for members in the control group versus 0.134 € for members in the treatment group. Total revenue was 13,097 € in the treatment group and 8,143 € from guests in the control group. The share increases in the DVs may be useful as baseline share changes in future studies on behavior influences of social media embeds in internet advertisements.
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Sádaba Teresa,Azpurgua Carmen,Bernal Pedro Mir,SanMiguel Patricia 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.4
Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fash- ion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing ele- ments in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.
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