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 : Aliona Andreyeva (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
Fashion and audio branding: The analysis and interpretation of luxury fashion marketing concepts
Yulia Malenkaya,Aliona Andreyeva 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.4
Fashion and music serve as the key identity markers in any historical period. In the 21st century the symbiosis of fashion and music as the interdependence of visual and audio constituents of time has found its development in the frame of marketing theory, which links the branding of luxury fashion apparel with audio branding. The article contains an analytical review of contemporary luxury fashion marketing concepts, as well as the analysis of audio communications being used by high-end fashion brands. The specific aspects of the contemporary luxury fashion market, such as multidimensional product perception, emotional drivers of buying behavior, hedonic and aesthetic motives of consumption are discussed in terms of their dynamics and in relation to the latest brand-management concepts and approaches. Audio communication is considered in a broad socio-cultural context of music semiotics, from the perspective of modern media and is interpreted with reference to the development of key fashion brand equity drivers. As a result, three strategies of brand-management based on the conscious use of music are distinguished: luxury strategy, fashion strategy and interaction strategy. The authors formulate key techniques, formats and methods of building fashion brand equity via audio-communication with reference to familiar cases from business practice.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
