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Riitta Korpela 한국식품과학회 2011 식품과학과 산업 Vol.44 No.1
전세계적으로 감염성 질환은 주요한 건강 문제이다. 장내 미생물 균총은 해로운 미생물로부터 숙주를 보호할 뿐 아니라 면역계에 있어서 매우 중요한 역할을 한다. 이점이 바로 프로바이오틱스 즉, 건강에 도움을 주며 살아있는 미생물로 정의되는 기본 개념을 탄생시켰다. Lactobacillus rhamnosus GG(이하 LGG) 균은 세계적으로 가장 많이 연구된 프로바이오틱스 균종 중 하나로서, 확인된 효능의 대부분은 주로 위장관 질환에 관한 것이다. 몇몇 연구를 통해 급성 수양성 설사의 치료, 항생제 관련 증상의 예방, 그리고 여행자 설사에 대한 LGG균의 효과가 밝혀졌다. LGG균은 소아에서 호흡기 감염의 발생을 줄이거나 그 합병증을 감소시키는 것으로 보인다. 많은 연구를 통해 LGG 균, LC705, 그리고 프로피오니박테리움 PJS균을 모두 포함한 복합 유산균 제제인 LGG<SUP>®</SUP> Extra가 위장관 불편감을 줄이고 삶의 질을 향상시키는 것으로 나타났다. 따라서 LGG균의 사용은 감염성 질병의 관리와 위장관 건강을 얻는데 있어 안전하고 쉬운 방법이라 하겠다.
CO-CREATION OF VALUE FOR LUXURY BRANDS – A CONSUMER PERSPECTIVE AND ITS IMPLICATIONS
Elina Koivisto,Pekka Mattila,Elina Korpela 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Luxury market is changing with new competitors to the market, more modest growth, and new types of customers (Kim and Ko 2012). To stay relevant, luxury houses need to develop experience-based marketing strategies that emphasise interactivity, connectivity and creativity (Atwal and Williams 2009). Subsequently, with the rise of digital marketing of luxury (Okonkwo 2009), consumers have been granted a more active role in the value co-creation of luxury brands. Indeed, adopting more inclusive and consumer-oriented marketing strategies has proven successful to iconic luxury brands such as Burberry (Phan, Thomas & Heine 2011), and Hermes (Robins 2016). Previously, value co-creation has been studied from consumer perspective following resource-based view (Arnould, Price and Malshe 2006) and practice theory (Schau, Muniz, and Arnould 2009). However, in the field of luxury marketing, research on co-creation has been limited to one case study of value co-creation processes (Tynan, McKechnie & Chhuon 2010). In addition, no previous research exists on the role of space and spectacular environment in value co-creation in luxury. This article extends these streams of researchby analysing 42 narratives (Polkinghorne 1995) from consumers that have attended two branded exhibitions of Louis Vuitton: SERIES3 held in London in the fall 2015 and Volez, Voguez, Voyagez in Paris in Spring 2016. In essence, luxury is about seduction; recreating a dream and providing meaningful, personal experiences for its consumers (Kapferer and Bastien 2009). Here, a branded exhibition provides a way to invite consumers to feel, see, and experience the brand in its full splendour. These encounters, in turn, transform the value-creation logic between the brand and the consumer from a one-way affair to a co-creational relation. This article demonstrates how exhibition context allows the consumer to participate in the value co-creation for Louis Vuitton, a prestigious luxury brand. Here, the brand provides a context and props for the consumer’s processes of value co-creation. This, in turn, then results into four types of value; utilitarian, experiential, relational, and symbolic. The contribution of this study is three-fold. First, this study extends the literature on value co-creation (Arnould et al. 2006) by demonstrating the role of space in the process of value co-creation. Second, our results extend previous research on luxury (Tynan et al. 2010) by illustrating the value co-creation from consumer perspective. From managerial perspective, the results show how brand exhibitions may act as platforms for content creation and enable rich self-expression with the brand.
Elina Koivisto,Pekka Mattila,Elina Korpela,Laura Perjo 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
The market for luxury is changing with new competitors to the market, more modest growth, and new types of customers (Kim and Ko 2012, Ko, Phau and Aiello 2016) as well as the ubiquity of digital marketing channels (Okonkwo 2009). Moreover, social media has transformed the logic of fashion marketing by providing new ways of engaging, interacting, and connecting with customers (Dhaoui 2014) as well as enabling consumers to participate in branding process (Burman 2010). As a consequence, also luxury brands need to develop experience-based marketing strategies that emphasise interactivity, connectivity and creativity (Atwal and Williams 2009). What is more, despite of growing importance of social media marketing in luxury industry, extant research on the topic still remains quite limited (Ko and Megehee 2012). While the previous studies have well documented the benefits of luxury marketing on social media (Kim and Ko 2012, Kim and Ko 2010, Brogi et al. 2013, Kontu and Vecchi 2014, Godey et al. 2016), and their implications on luxury brand management (Dhaoui 2014, Larraufie and Kourdoughli 2014), and even co-creative marketing practices (Choi, Ko and Kim 2016, Tynan, McKehnie, and Chuon 2010), no studies to this date have looked at co-creation from consumer-perspective. This article provides a novel perspective on luxury branding, by following the resource-based theory of consumer (Arnould, Price and Malshe 2006) to study the brand identity as co-created in social media. To do this, visual frame analysis (Goffman 1974, Luhtakallio 2013) is applied on consumer generated images downloaded from Instagram feed of brand exhibition staged by luxury brand Louis Vuitton. Based on the analysis, a typology of co-created brand identities is proposed. The findings indicate that in the branded exhibitions, consumers co-create brand identity by utilising resources available in the experiential brandscape by taking and posting these objectifications of brand on social media (Presi et al. 2016) and in so doing create symbolic/expressive, and experiential/hedonic value (Tynan et al. 2010). Theoretically, this article provides a novel perspective on luxury brand as co-created and in so doing, demonstrates the dynamics of firm-consumer co-creation. What is more, to extend the emerging stream of visual analysis of luxury (Kim et al. 2016, Freire 2014, Megehee and Spake 2012), an application of novel is demonstrated in the article. Managerially, this explorative study provides new insights on luxury marketing in social media by suggesting that branded experiences should be designed in a manner that engages the consumer to actively use the resources available to them. The financial implications of this shift are also significant as according to McKinsey study, three out of four luxury purchases are influenced by social media (Hope 2016)