http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
오늘 본 자료
LUXURY BRANDS SOCIAL MEDIA MARKETING EFFORTS: INFLUENCE ON BRAND EQUITY AND CONSUMERS’ BEHAVIOR
Bruno Godey,Aikaterini Manthiou,Daniele Pederzoli,Joonas Rokka,Gaetano Aiello,Raffaele Donvito,Rahul Singh 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
There is relatively little evidence on how social media marketing activities influence brand equity creation and consumers’ behavior towards the brand. We explore these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese, French, Indian and Italian) who follow the five brands studied on social media, we developed a structural equation model that helps to address gaps in prior social media branding literature. Specifically, our study demonstrates the links between social media marketing efforts – measured as a holistic concept incorporating five aspects (entertainment, interaction, trendiness, customization and word of mouth) and their consequences (brand preference, price premium and loyalty).
Bruno Godey,Daniele Pederzoli,Gaetano Aiello,Raffaele Donvito,Priscilla Chan,Junji Tsuchiya,Irina Ivanovna Skorobogatykh,Bart Weitz,Hyunjoo Oh 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.4
This research aims to extend the analysis of the factors influencing consumer purchase of luxury goods. The effects of brand and country of origin (CoO) on the purchase decision are specifically considered. A total sample of 1103 respondents in seven countries (China, France, India, Italy, Japan, Russia, USA) is analyzed through a structured questionnaire administered online. The research tests the scales of decision-making and brand attachment through exploratory and confirmatory factor analysis. It also tests the causal model of relationships between decision-making and luxury brand attachment. The richness of this research is related to the intercultural analysis of the results obtained in seven countries. These results concern the differences and similarities in: (1) defining the concept of country of origin (country of design, country of manufacture/country of assembly); (2) the combined effects of factors, including brand, CoO, price, guarantee, design and advertising, in the purchasing decision for luxury brands; and (3) the links between decision-making and attachment of the consumer to the luxury brand. The results are interesting in terms of management recommendations for a company that wishes to expand internationally into one of the geographic areas covered by this study, since significant differences are observed.
Laura Grazzini,Raffaele Donvito,Gaetano Aiello,Daniele Pederzoli,Bruno Godey,Klaus-Peter Wiedmann,Chris Halliburton,Priscilla Chan 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The present study contributes to the international literature on brand personality and congruence. There is still a general lack of clarity regarding the measurement of the self-brand congruity construct. Moreover, in the light of international branding research cross-national validation of this measurement is needed. Previous empirical evidence also suggests a positive relationship between brand-self congruity and consumer-brand relationships (i.e. brand attachment) across nations and cultures, but the strength of these relationships requires deeper investigation. The present study therefore aims to test and validate a personality congruence scale at an international level and to measure the effect of congruence on brand attachment with specific reference to the luxury sector. A survey of nearly 1,500 international luxury customers has been conducted. Results confirm that personality congruence is based upon five dimensions (Prestige/Emotion/Trust/Anxiety/Order). In addition, the results highlight the existence and relative importance of the link between “personality congruence” and “brand attachment”. Finally, findings suggest similarities and differences across countries regarding specific dimensions of congruence scale and the personality congruence and attachment relationship. Both theoretical and managerial implications are provided.
Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook
Alice Mazzucchelli,Roberto Chierici,Francesca Ceruti,Claudio Chiacchierini,Bruno Godey,Daniele Pederzoli 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.3
Despite the fact that social networking sites (SNSs) provide new opportunities for firms and brands, there is still a little understanding of how user-generated contents (UGC) and shoppingrelated research via Facebook (FB) affects brand loyalty intention in the luxury fashion context. The present work develops a conceptual model to empirically analyze how brand loyalty intention is affected by customers’ trust in a brand’s FB page, by their willingness to utilize brand’s FB page for shopping-related searches, and by three different types of UGC: peer recommendations, informational support and emotional support. In order to fulfill this aim, the study examines 277 Millennials and the Victoria’s Secret FB page. Structural equation model results reveal that online shopping-related searches, peer recommendations and social support have significant positive effects on customers’ trust. Moreover, the research points out a significant positive effect between customers’ trust and their brand loyalty intention, supporting marketers to better understand the role played by trusted UGC. The research provides interesting insights, for both academic and practitioners, because it contributes to the existing body of knowledge in the field of brand and social media marketing. Moreover, UGC, especially informational support, could enable firms to influence consumers’ behavior positively and to transform their brands’ FB pages into trusted ones.
Klaus-Peter Wiedmann,Carmen Rodriguez Santos,Gaetano Aiello,Raffaele Donvito,Bruno Godey,Daniele Pederzoli 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
Fashion brands are influenced by multiple identities. Even though, for example, the brand name might still be associated with one or more creative founders (Gucci, Prada, Chanel, Hermès, Adidas, Joop) the brand image, and moreover the overall brand reputation are influenced by many different identities. For instance, a specific product identity (e.g., Gucci’s Bamboo Bag), the identity of the city or country of origin (Florence, Italy), the identities of well-known key customers as brand ambassadors (Sophia Loren, Vanessa Redgrave, Lady Diana, Naomi Watts etc.). Of course, also fashion brands who are not directly associated with the name of creative founders are composed of the effects of several identities. In the case of e.g. Nike especially successful athletes (Steve Prefontaine, Michael Jordan etc.), specific sports and sport events, and product lines tailor-made for them did help to build a strong brand reputation. All in all, it seems to be expedient to understand fashion brands as more of less complex systems composed of several identities. To deal in more detail with such “brand systems” is becoming particularly important against the background of several strategic challenges – e.g., when fashion brands are growing older and the creative founders lose their specific gravitational power, when in the process of internationalization new countries gain more and more importance who’s citizens might not have a strong access to the existing brand reputation drivers, or simply when in the context of the growing global competition the fashion brand needs to be “refreshed”. Against the background of cultural differences, or even - as within countries - lifestyle differences between different groups of customers, it can also be quite possibly that very different reputation drivers account for the success of a brand. Thus, it is necessary to identify, in different contexts, the relevant reputation drivers, and to analyze which interplay of those drivers might be particularly promising. Is it the creative founder, the corporate heritage, the country and/or city of origin, a special designer, a specific corporate culture, an outstanding product design, attractive key customers etc.? Which combination of such identity factors leads to what kind of success (e.g., brand loyalty, brand trust, price premium)? Will, for instance, heritage especially lead to brand trust, whereas an outstanding product design and specifically attractive key customers create the readiness for a higher price premium? And, is it necessary to create sub-brands to especially highlight specific identities in the process of building a brand system (e.g., the sub-branding of a Michael Jordan product line in the case of Nike)? Or is sufficient to only communicate an alignment with the brand (e.g., ads showing Naomi Watts wearing a Gucci Bamboo Handbag)? In other words, which kind of brand system, and which kind of brand communications has to be designed to attract specific target groups and to sustain competitive advantages? The present contribution aims to present a conceptual framework for analyzing “brand systems” in the fashion industry. Concomitantly, an approach of measuring such brand systems will be presented. Furthermore, a concept for analyzing the impact of several sub-identities on the development of the overall brand reputation and brand success against the background of existing contingencies will be outlined. With the introduction and discussion of such a conceptual framework it especially is intended to initiate the launching of an international research project which attempts to find an answer basically to the following question: Which via an integrated branding and brand systems communication carefully crafted composition of sub-identities might be how successful under what kind of situational conditions?
MEASURING CUSTOMER ENGAGEMENT ON SOCIAL MEDIA: TOWARDS A MORE QUALITATIVE AND COMPREHENSIVE APPROACH
Othman Boujena,Bruno Godey,Isabelle Ulrich,Aikaterini Manthiou,Daniele Pederzoli,Raffaele Donvito,Gaetano Aiello,Valentina Mazzoli 글로벌지식마케팅경영학회 2021 Global Fashion Management Conference Vol.2021 No.11
Gaetano Aiello,Raffaele Donvito,Laura Grazzini,Chris Halliburton,Beverly Wagner,Juliette Wilson,Bruno Godey,Daniele Pederzoli,Iana Shokola 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.2
The aim of this paper is to analyze how Made in Italy products are retailed in theinternational markets. The research investigates the level of coherence between Italycountry image and the image of the stores where Italian brands are sold abroad; thefocus is about the internationalization process of Italian firms producing anddistributing high value goods in the fashion, furniture, food sectors with an explicitItalian Country-of-Origin (COO). The existent literature has considered and analyzedthe relationships between Brand and COO and its effect on consumers’ perceptions andbehavior. However, less attention has been devoted in the understanding of theinteraction between COO and point of sales. On the empirical side, using anobservational methodology, the research investigates nine mono-brand and multibrandretail stores in three international markets (France, Russia and The UnitedKingdom). Main findings show various degrees of the coherence level between thepoint of sales and Italian country image. In terms of managerial implications, theauthors suggest value offer proposals with a positive Country image should emphasizenot only brand and COO explicit connections but also recall the Country image in thestore.