Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
명화(名畵)에서 유발된 감정이 차용된 제품과 제품속성 평가에 미치는 영향, Han Ku Kim, Bo Hee Jung, Wu Jin Chu
명화(名畵)에서 유발된 감정이 차용된 제품과 제품속성 평가에 미치는 영향, Han Ku Kim, Bo Hee Jung, Wu Jin Chu
Asia Marketing Journal
In recent years, a new way of differentiating product design has emerged ― better known as ``masterpiece marketing,`` this is a strategy where famous art pieces are borrowed on to product designs. Because the recent trends of well-being and LOHAS have encouraged the consumers` desires to enjoy culture and live a more opulent lifestyle, famous and notable paintings have grown to be more of "approachable masterpieces" to the public. As a strategy intended to develop a new consumerism, while still prioritizing customers` values and their satisfaction, companies have been drawn to this new type of marketing. The current consumption society …
부정적 언론보도에 대한 기업의 대응시점 효과, Jong Chul Park, Woo Jun An, Han Jun Lee
부정적 언론보도에 대한 기업의 대응시점 효과, Jong Chul Park, Woo Jun An, Han Jun Lee
Asia Marketing Journal
Product harm crises can distort long standing favorable equality perceptions, tarnish a company`s reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, this study focuses on the negative publicity about companies and their products. Namely, this study presented how inclusion effect supported the relationship between negative publicity and consumers` response, market performance. According to the results, after negativity publicity was happened, it was appeared that the negativity image spread into …