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        Steven Chen,Eric Chuan-Fong Shih 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

        City branding is a strategic instrument to publicize a city’s competitive advantages by highlighting distinctive characteristics of the city. This study uses cinema as a discursive lens to examine city branding and explicates a framework for implementing city branding through cinema. An analysis of 81 Hong Kong films produced between 2008 and 2015 reveal the modalities by which city officials and media producers affect a city brand that distinguishes Hong Kong from other East Asian cities. Specifically, Hong Kong filmmakers 1) use local color as backdrops for stories, 2) emphasize freedom of expression, 3) highlight regional localities, and 4) claim historical figures associated with the city. The findings reflect strategic attempts by Hong Kong city officials and media producers to negotiate the city’s postcolonial identity, even two decades after Hong Kong’s reunification with China. The results suggest that Hong Kong uses cinemamediated city branding as a form of subversive resistance to China. More broadly, the implementation framework could be deployed by other emergent cities (e.g. Dubai), which are looking to increase their profile and cultural footprint in the global stage through creative markets.

      • Aligning Benefits with Payments in a Consumer Financing Context - A Test of the Alignment Hypothesis

        Auh Seigyoung,Chuan Fong Shih 한국마케팅과학회 2006 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

        '스콜라' 이용 시 소속기관이 구독 중이 아닌 경우, 오후 4시부터 익일 오전 7시까지 원문보기가 가능합니다.

        This article extends the literature on consumer financing decisions by drawing on mental accounting and prospect theory. Specifically, the authors test the alignment hypothesis, which states that consumers prefer financing schemes that not only match the length of benefits with payments but also employ corresponding patterns. Through four studies, the authors find general support for the alignment hypothesis.

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