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Gaetano Aiello,Raffaele Donvito,Virginia Vannucci,Beverly Wagner,Juliette Wilson 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.3
Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, particularly analyzing a specific pricing strategy that seems to be in contrast with the nature of luxury pricing: the odd-even price (OEP). With the direct observation of physical and digital store windows of 20 luxury brands, this research investigates the role of OEP in the fashion luxury sector. Particularly, this work examines the relationship between the OEP strategy and the luxury level of fashion brands considering both offline and online channels.
THE ODD EVEN PRICE PARADOX IN THE FASHION LUXURY SECTOR
Gaetano Aiello,Raffaele Donvito,Virginia Vannucci,Beverly Wagner,Juliette Wilson 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Price has always had a key role in the luxury fashion market, because high prices are linked to the prestige of luxury products. Because of this, scholars have neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, analysing the odd even price strategy. With the direct observation of physical and digital store windows of 20 luxury brands, this research examines the relationship between odd even price strategy and the luxury level of fashion brands considering both offline and online channels
THE POWER OF SILENCE: HIGH-END FASHION BRANDS WITHDRAW FROM SOCIAL MEDIA
Olga Nechaeva,Valentina Mazzoli,Raffaele Donvito,Virginia Vannucci,Gaetano Aiello 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.