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Regina Burnasheva,Yong Gu Suh,Katherine Villalobos-Moron 한국마케팅과학회 2019 Journal of Global Fashion Marketing Vol.10 No.1
This study investigates the impacts of sense of community and social identity on brand love then its affect on brand advocacy on luxury online brand communities (OBC). It follows the stimulus– organism–response or the S–O–R framework wherein sense of community and social identity represent the stimuli element, while the brand love stands for the organism and lastly the response element is the brand advocacy. Mediating role of the sense of community between social identity and brand love has been also explored. Statistical results of structural equation modelling (SEM) through using AMOS indicate that both sense of community and social identity positively influence the brand love of the customers on OBCs’. Then with the help of these stimuli, the brand love has significant affect on the brand advocacy of the consumers. Mediating effect of the sense of community has been verified and results suggest both theoretical and managerial implications. Exploring the potential influence of the sense of community and social identity is in its infancy and denoting a vital contribution on literature and this paper offers relevant insights that managers could use to strengthen their marketing strategies on the OBCs’ setting.
Regina Burnasheva,YongGu Suh 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The millennials are an important generational group of consumers who purchase luxury online and therefore to know their attitude to luxury has become a significant subject for our study. This study explores whether materialism, need for uniqueness, susceptibility to normative influence, and social media usage affect millennials’ attitudes and purchase intentions toward luxury fashion brands online. In addition, this research examines moderating effect of each dimension of national culture on the relationship between factors and millennials’ attitudes toward luxury fashion brands online. Hofstede’s framework is considered to be the most reliable measure of national culture (Yeniyurt & Townsend, 2003). We used four dimensions of Hofstede’s model of national culture: masculinity, individualism, power distance and uncertainty avoidance. In study 1, we examine millennials’ attitudes toward luxury fashion brand through Q methodology. In study 2, we examine relationships between variables using the SPSS 20.0 program for descriptive statistical analysis and the AMOS 20.0 program for structural equation model (SEM) analysis. The findings will enable marketers of luxury fashion brands to understand millennials’ attitudes toward luxury fashion brands and increase the sales among this target group.
Beatles vs. BTS: Brand marketing of the Pop Groups
Yong Gu Suh,Gary Davies,Regina Burnasheva 한국문화산업학회 2021 문화산업연구 Vol.21 No.2
This study aims to explain and illustrate changes in the way pop groups have been managed and marketed over time using two exemplars, the Beatles and BTS, as examples of best practice in the 1960’s and in the modern era respectively. Our chosen groups both represent great success, but the approaches to marketing and management they represent differ markedly. How groups are marketed and in particular how relationships with fans are managed have also evolved. We explore and explain the latter using theory of parasocial interaction. BTS is the ultimate success of digital marketing in global level.