http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : Rasa Stankeviciute (검색결과 3 건)
- 무료
- 기관 내 무료
- 유료
-
Rasa Stankeviciute,Jonas Hoffmann 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.1
A retrospective commentary provides a look at valuable and unique findings that caused the article’s high impact in the literature. At the time of the study, the majority of brand extension research focused on non-luxury brands, and the existing luxury brand extension research gave more attention to the extensions rather than the parent brands. Meanwhile, our study focused on evaluations of and attitudes to the parent brand. The significant distinction between our study and other available studies at the time – our investigation was based on practice of the chosen luxury brands rather than theory. The impact of brand extensions on the parent luxury brands was analysed and the following was evaluated: ● the danger of parent brand dilution; ● the factors leading to brand extension success; ● the factors leading to revitalization rather than weakening of the parent brand. In this commentary we also briefly cover two new topics that could have been included in our study or could become a continuation of the previous study today: ● upward brand extensions; ● avoiding brand extensions and using other strategies to remain appealing. Additionally, we interpret the use of our findings and insights in the literature by researchers citing the article.
-
The Impact of Brand Extension on The Parent Luxury Fashion Brand
Rasa Stankeviciute,Jonas Hoffmann 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.2
Brand extensions are an interesting brand strategy alternative, as they may attract new segments of customers that may have not considered the brand before because of different reasons. Therefore, the brand extensions are seen as a perfect way to boost the revenues of the company. However, though the brand extensions may work quite well for consumer (value) brands, they might have quite opposite effect on the luxury ones. While the brand extensions, especially the downward ones attract attention and make the brands more accessible and familiar among new segments of consumers, at the same time they may weaken the status of the luxury brand among its existing clientele and so dilute the luxury brand. And as the luxury brands emphasize their long-term value, once the image of the luxury brand is diluted, it has to take a very difficult and long way to gain its luxury status back in the eyes of consumers, and sadly not every brand manages to get back the respect it once had. Nevertheless, there is little research done on luxury brands and especially luxury brand extensions. What is more, previous research gave more attention to consumers’ evaluations of and attitudes to the extensions themselves than the parent brands. This study explores the evaluations of and attitudes to the parent luxury brands after different extensions are introduced. The study firstly introduces previous findings on value brand extensions and luxury brand extensions. Secondly, the cases of three chosen brands, representing a question mark, a failure and a current success practice of luxury brand extensions are analyzed in-depth: Giorgio Armani, Calvin Klein and Jimmy Choo. Armani is chosen as it is one of the most diversified brands in fashion. Despite the fashion brand varying from haute couture line Armani Privé to fast fashion brand Armani Exchange, Armani today offers everything that is needed for one’s luxury lifestyle from sweets and flowers to restaurants and hotels. The study analyses Armani’s brand extensions, and reactions to them. Armani represents a successful diversification of the luxury brand, but at the same time it questions the risk of over-extension and its consequences on the brand portfolio. Calvin Klein is chosen because it illustrates an example of the brand that once lost its luxury status mainly because of licensing and in the face of such experience the brand is now digging its way back to the luxury industry with its high-end sub-brand Calvin Klein Collection. Jimmy Choo is a world famous women’s shoes brand whose creations are appreciated by a large public including red carpet stars and First Ladies. After starting as a luxury shoes maker in 1996, the brand has expanded into handbags, sunglasses, accessories and even fragrance. But it was the luxury brand’s collaborations with non-luxury brands Hunters (iconic British company producing wellington boots) and H&M (Swedish fast fashion giant) that attracted our attention. Jimmy Choo represents a current success practice of the collaborations between the luxury and non-luxury brands and shows that such brand extensions, when carefully thought through, not only makes no damage to the luxury brand, but also enhances its image and desirability instead. The study analyses these two collaborations, which are viewed as downward brand extensions, and the impact of those collaborations on the Jimmy Choo brand. Each brand approach to brand extension is presented and discussed to underline reasons for success or failure. Desk research on the brands’ annual reports, reviews, articles and interviews from fashion, marketing, lifestyle, financial, and other magazines and newspapers, as well as visual material are used for the analysis of the chosen cases. An analysis of the cases of Giorgio Armani, Calvin Klein and Jimmy Choo leads us to four conclusions:
-
Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway
Katarina Halvorsen,Jonas Hoffmann,Ivan Coste-Manie`re,Rasa Stankeviciute 한국마케팅과학회 2013 Journal of Global Fashion Marketing Vol.4 No.3
Through the introduction of Web 2.0, the blogging phenomenon has become animportant marketing channel, as it has enabled a new way of communicating andsharing information through its user-generated content. Today the largest segment ofthe blogosphere consists of fashion blogs, i.e. blogs that focus on fashion brands,fashion products, street style, and personal style. In recent years companies have begunto realize the benefits of using blogs as a marketing tool, as they are a targeted andinexpensive way to get publicity and reach potential consumers. This research aims tostudy whether fashion blogs can function as a marketing tool to influence consumerbehavior, limited to the Norwegian fashion blog arena. The study is based on anexploitative research design as there is little existing research on the subject. We havechosen to explore the subject from three different perspectives: those of the readers, thefashion blogs, and the companies involved in fashion blog marketing. In detail, thestudy looks at the influential power of fashion blogs in context with their strength as acommunication tool for marketing products and brands. The results of the study clearlyindicate that blog advertisements provide companies with a unique opportunity formarket communication, whereby aspects related to credibility and influence can beviewed as incomparable to those involved in traditional advertisement. Through thestudy one can conclude that fashion blogs can indeed affect consumer behavior, as theyhave a unique ability to create a strong relationship between the blog and its readers,resulting in the advertisement being viewed in a personal and non-intrusive way.
스콜라연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
