http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
REACHING ETHICAL CONSPICUOUSNESS: WHAT DO OTHERS THINK?
George Panigyrakis,Eirini Koronaki,Anastasios Panopoulos 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The relationships among corporate social responsibility (CSR) practices, corporate identity, and Hedonic and Utilitarian Dimensions of Consumer Attitude were evaluated for the luxury corporation Hermes. Discretionary CSR practices and moral/ethical CSR practices emerged as significant predictors of the corporate social values dimension of identity. Relational CSR practices, however, contributed mainly to the expertise dimension of corporate identity. Also, familiarity with CSR practices of a corporation had a significant effect on corporate identity, which in turn affected both dimensions of consumer attitude. Both corporate expertise and corporate social values were significant predictors of consumer attitude. The results are interpreted within a dual process model of corporate identity.
George Panigyrakis,Anna Zarkada 한국마케팅과학회 2014 마케팅과학연구 Vol.24 No.3
This article contributes to the recent problematisation of the co-evolution of philosophyand marketing thought as we experience a transition from the deification of greed,individualism and hedonic consumption seen during the postmodern period of thetwentieth century to the brutal class restructuring and shattering of a number ofillusions of metamodernity at the beginning of the twenty-first century. It examinesthe philosophical foundations of advertising and communication and demonstrates theways in which current technological and socio-political advances are renderingtraditional approaches obsolete. As marketing is now recognised to be the mechanismpar excellence for value co-production, so advertising – and communication in general– are but mechanisms of meaning co-production through a dialogue between thedisillusioned but empowered consumer and the brand and corporation on solidarity,responsibility, morality, dignity and the sense of belonging in a community. It is herebyargued that values are far more relevant to contemporary consumers than the pursuit ofan idealised lifestyle based on celluloid images of the imaginary Joneses, and thus it isadvocated that discipline-wide changes need to be made.
George Panigyrakis,신건철 한국마케팅과학회 2014 마케팅과학연구 Vol.24 No.3
The four papers s in this special issue e revisits the e core e concepts s and key functions of marketing through philosophy. They examine the e discipline e as it enters s its maturity amidst unprecedented global socioeconomic turmoil. As the certainties of modernity and the individualism of postmodernity melt into the uncharted lands of metamodernity, they offer a kaleidoscopic view of the big issues faced by contemporary societies through a fascinatingly eclectic mix of topics, theoretical frameworks and methodological perspectives. They call for a clean break from amoralism and a wholehearted embracement of our role as facilitators of value coproduction and agents of the e ethics of gentleness.
THE IMPACT OF SOCIAL NETWORK CHARACTERISTICS ON EMPLOYEE-BASED BRAND EQUITY
Wisker Zazli,Poulis Athanasios,Panigyrakis George,Panopoulos Anastasios 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11
The interaction between brand managers and his/her social networks in any firms constitute a complex social system. This study posited that the quality of the relationship between a brand manager and his/her networks is imperative in fostering the quality of internal brand management which in turns increase the employee based brand equity. The participants for the study were 124 brand managers from Dubai firms specializing in consumer goods. The quantitative data was analyzed using structural equation modeling (SEM). Network size and cost was found to affect information generation and knowledge dissemination.
THE IMPACT OF SOCIAL NETWORK CHARACTERISTICS ON EMPLOYEE-BASED BRAND EQUITY
Wisker Zazli,Poulis Athanasios,Panigyrakis George,Panopoulos Anastasios 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
The interaction between brand managers and his/her social networks in any firms constitute a complex social system. This study posited that the quality of the relationship between a brand manager and his/her networks is imperative in fostering the quality of internal brand management which in turns increase the employee based brand equity. The participants for the study were 124 brand managers from Dubai firms specializing in consumer goods. The quantitative data was analyzed using structural equation modeling (SEM). Network size and cost was found to affect information generation and knowledge dissemination.