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Full-Text Articles in Business
소비재 제품의 제품 추구혜택, 구매체험이 소비자- 브랜드 관계에 미치는 영향, Sung Joon Yoon, Hyoung Ju Lee, Young Mi Kim
소비재 제품의 제품 추구혜택, 구매체험이 소비자- 브랜드 관계에 미치는 영향, Sung Joon Yoon, Hyoung Ju Lee, Young Mi Kim
Asia Marketing Journal
This study tried to investigate the relationships among the sought benefits, consumer-brand relationship and purchase experiences with regard to cosmetics, based on Scmitt (1999)`s Strategic Experiential Modules (SEM) which classified consumer`s purchase experiences into five modules (sense, feel, think, act & relate) and provide strategic implications based on the results. According to the result, among the sought benefits of cosmetics, functionality had the most significant impact on purchase experience, and brand affected "sense" and "think-act-relate" experiential modules. Fashion was only found to affect "feel" module. Also, the "think-act-relate" module positively affected all components of consumer-brand relationship. And, "love and passion" …
문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구, Young Sun Rhee, Eun Joo Shin
문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구, Young Sun Rhee, Eun Joo Shin
Asia Marketing Journal
This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist`s spiritual, actual act of creating or to the …