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THE EFFECTIVENESS OF GUILT STATEMENTS IN FAIRTRADE PRODUCTS
Kevin Teah,Michael Lwin,Ian Phau 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
This paper presents how guilt statements can affect luxury Fairtrade chocolate products. Specifically, the study will examine how willingness to pay more can affect Fairtrade through guilt advertising. Fairtrade is a labelling certification aimed at helping farmers in marginalised countries (M?ndez et al., 2010). Huhmann and Brotherton (1997) explained that ‘informative statements’ can help evoke guilt and these statements are used on the packaging to investigate consumers’ perceptions of ad credibility, inferences of manipulative intent, guilt arousal, attitudes towards the ad, purchase intention and willingness to pay more for Fairtrade chocolate products. A combination of statements and logos were used as stimuli. The results of this study has shown that guilt statements may be too intense and may have caused inferences of manipulative intent in a Fairtrade context, resulting in lower purchase intention and willingness to pay more. This study is the first study to explore how guilt statements and logos influence consumers’ purchases for Fairtrade products. This study has managerial applications in developing marketing strategies to promote Fairtrade products and other charitable co-branding schemes.
Setting the Research Agenda of the eSports Revolution
Luke Butcher,Kevin Teah 글로벌지식마케팅경영학회 2023 Journal of Global Sport Management Vol.8 No.2
A titan of popular culture and commerce, the positive trend lines of eSports audiences, participation and commercial output run counter to those of many traditional sports. Despite the reluctance of the uninitiated to consider them ‘sports,’ eSports continues to evolve, grappling with similar issues emerging from advancements in technology, ethics, inclusion, and the incursions of brands into this identity-driven entertainment industry. These issues and more warrant the attention of sports management scholars. Thus, a deeper scholarly understanding is achieved through examining a diverse range of perspectives, including understanding eSports players themselves, how they interact, the health and wellness challenges they face, and how the industry is impacted by the necessary commercial involvement of big brands. In synthesizing these insights with traditional sports management knowledge organisations, brands, and policy makers can contribute to fostering an industry that has captured the interests of many millions across the globe.