• The International Journal of Costume Culture
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• v.7 no.2
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• pp.123-134
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• 2004

This study tried to suggest the effective future marketing strategies by analysing marketing strategies of five brands which were selected by sales amount and the growth rate among young casual brands in the L-Department store from 2001 to 2002. According to analysis, brand marketing could summarize to five marketing strategies such as culture marketing, emotion marketing, co-marketing, on-line marketing, and propose marketing. Culture marketing includes 'BB family marketing, star marketing, core marketing, experience marketing. One of the emotion marketing is 'Kidult marketing' which affects cute concept. Co-marketing includes 'Charisma marketing' that cooperates with distribute industry, 'Movata marketing' which cooperates with mobile communication industry, and 'Game marketing' which cooperates with game industry. There are some other marketing strategies such as consumer calling marketing, A.S.A. marketing which is for buyers, QR marketing for quick response, Web site's differentiate marketing and Logo marketing. The suggested marketing strategies for on-coming brands are 'distinguished strategy of the online contents', 'consumer calling strategy' and 'loyalty maximizing strategy'.

• Journal of Distribution Science
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• v.20 no.6
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• pp.99-108
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• 2022

Purpose: This study aims to provide a further research challenge in digital marketing distribution and co-creation from relevant literature. The concept of digital marketing and co-creation has been known to impact the business sector positively, but it has not been utilized much in the government sector. Therefore, further research is needed to identify the role of digital marketing distribution and co-creation in increasing non-tax state revenue services of government institutions in Indonesia. Research design, data, and methodology: This study is based on a systematic literature review. The stages are (1) research scope review, (2) article extraction from journals, (3) article quality assessment, (4) article analysis, and (5) comprehensive report. Fifty articles published from 2011 to 2021 were collected from the Google Scholar website. Result: This study provides a proposed model that depicts all of the potential connections between digital marketing, co-creation, and non-tax state revenue. In addition, we also identify that the customer experience influences non-tax state revenue. Conclusions: This study attributes the use of the digital marketing distribution and co-creation concept in the government sector and its benefits for state organizations, which have not been investigated in previous studies.

• Journal of Fashion Business
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• v.10 no.6
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• pp.110-121
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• 2006

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

• Asia Marketing Journal
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• v.13 no.3
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• pp.79-102
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• 2011

Researchers in channel dyads have devoted much attention to relationship between interdependence (i.e. interdependence enymmetry and total interdependence) and conflict that promote channel performance. In social science, in spite of the inconsistent results in marketing practice, there are two contradictory theories explain the relationship between interdependence and conflict - bilateral deterrence theory and conflict spiral theory. The authors apply these theories to co-marketing alliance situation in terms that this relationship is also incorporated both company's dependence, either from one company's perspective or each partner about its respective dependence. Using survey data and archival data from 181 companies enlisted in a telecommunication membership program, the authors find out the relationship between interdependence and conflict as well as investigate the antecedents of interdependence - transaction age, transaction frequency, the numbers of alliance partner, and co-marketing alliance specific assets according to previous researches. Using PLS analysis, the authors demonstrate that, with increasing total interdependence in a telecommunication membership program, two co-marketing partners' conflict level is increased in accord with the author's conflict spiral theory predictions. As expected, higher interdependence asymmetry has negative value to level of conflict even though this result is not statistically significant. Other findings can be summarized as follows. In the perspective of telecommunication company, transaction age, transaction frequency, and co-marketing alliance specific assets have influence on its dependence on a partner as independent variables. To the contrary, in a partner's perspective, transaction frequency, co-marketing alliance specific assets and the numbers of alliance partner have significantly impact on its dependence on a telecommunication company. In direct effect analysis, it is shown that transaction age, frequency and co-marketing alliance specific assets have direct influence on conflict. This results suggest that it is more useful for a telecommunication company to select a co-marketing partner which is frequently used by customers and earned high rates of mileage. In addition, the results show that dependence of a telecommunication company on a co-marketing partner is more significantly effected to co-marketing alliance conflict than partner's one. It provide an effective conflict management strategy to a telecommunication company for controling customer's usage rate or having the co-marketing partner deposit high level of alliance specific investment (i.e. mileage). To a co-marketing partner of telecommunication company, it is required control the percentage of co-marketing sales in total sales revenue or seek various co-marketing partners in order for co-marketing conflict management. The research implications, limitation and future research of these results are discussed.

• Korean Journal of Organic Agriculture
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• v.16 no.4
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• pp.391-408
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• 2008

The overall focus of this study was to identify marketing and promotion strategies that can maintain and enhance environmentally friendly farm and organic production and processing activities. This is particularly important as the volume of environmentally friendly farm and organic produce that is generally available is increasing, and significant players, such as Organic Marketing Initiatives(OMI) and conventional marketing co-operatives, are becoming involved in the market. The rapid increase in production of environmentally friendly farm products and organic food is creating new and more complex challenges for marketing, from vegetable box schemes large co-operatives supplying the precise quality and volume required by supermarkets. A possible strategy for many farmers is to co-operate in regionally or nationally operating marketing initiatives. The main objective of any public relations(PR) activity should to enhance publicity and to improve an OMIs image. No promotion, no perception of OMI performance.

• Journal of Fashion Business
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• v.15 no.3
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• pp.142-155
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• 2011

By developing attitude transfer model, this study examined the co-marketing alliance effect between fashion and other industries (i.e., service and product brands) based upon the information integration theory. In addition, it examined the product tangibility/intangibility effects of partner brands by controlling stimuli: two alliance cases of fashion and service brands and two alliance cases of fashion and product brands. A total of 1,037 Korean women aged 20 to 39 were surveyed to compare the prior- and post- attitudes toward fashion/partner brands under four fictitious co-marketing alliance cases. Confirmatory factor analysis (CFA), multi-group CFA, structural equation modeling (SEM) analysis, and multi-group SEM analysis were conducted to test the hypotheses. The results demonstrated that the prior-attitude toward fashion brand partially affected the alliance attitude, and the co-marketing alliance was affected by prior-attitudes partner brands. The result of multi-group SEM analysis supported the significant differences between service and product brands as alliance partners, which might refer to the effect of product tangibility, existing in brand alliance contexts. The alliance evaluation affected the subsequent evaluations on each participating brands. This study empirically provides the conceptual structure of how consumer attitudes toward the participating brands interact with the attitudes toward alliance and offer practical insights. Specifically, upon employing the manipulated co-marketing alliances cases, this study demonstrates the partnering effect according to product tangibility of partner brands.

• Journal of East Asia Management
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• v.4 no.2
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• pp.19-38
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• 2023

With the progress of information technology and the rapid development of the gamification marketing, corporate marketing through virtual CSR co-create as customer acquisition, customer retention strategy has become the hot topic, but the reality results show that the effect of virtual CSR co-create fails to reach an enterprise's marketing purposes. Based on the success model of D&M information system, from the perspective of customer engagement, this study analyzes how enterprises achieve customer engagement and bring gameful experience to customers through gamification marketing in the context of virtual CSR co-create. The empirical results show that the quality of game information -- social interaction and sense of achievement in the context of virtual CSR co-create have a significant positive impact on consumers' gameful experience, and customer engagement plays a partial mediating role between social interaction, sense of achievement and consumers' gameful experience.

• Asia Marketing Journal
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• v.11 no.2
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• pp.37-51
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• 2009

Although previous studies have made significant progress in adaptive selling behavior (ASB), few studies have considered salesperson's customer orientation (CO) and learning behavior as determinants of effective sales management (ASB and relationship-making efforts), despite the discussion of important roles of these constructs. The authors test not only the relationships of salesperson's CO and market-based learning behavior to ASB and relationship-making efforts, but also the effects of ASB on relationship-making efforts and performance. The results of the study, which is done with samples of salespeople from Korean companies, indicate that salesperson's CO and market-based learning behavior are identified as significant determinants of ASB. Moreover, both salesperson's ASB and relationship-making efforts have significant effects on sales performance. On the other hand, as per salesperson's relationship-making efforts, salesperson's CO has a positive effect, but salesperson's market-based learning behavior and ASB do not influence his or her relationship-making efforts, which suggest a provocative possibility of conceptualization regarding the relationship between ASB and relationship management efforts.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.5
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• pp.433-444
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• 2021

The study seeks to identify the factors affecting the green marketing element of students' food purchasing decision at Co-opMart supermarket chain in Ho Chi Minh City through the application of a mix of qualitative and quantitative research methods that include probability sampling and convenient sampling of 400 students from Ho Chi Minh City University of Technology (HUTECH). The data are analyzed with SPSS software using Cronbach's Alpha, Exploratory Factor Analysis, Multiple Linear Regression and PATH model to test the model through the intermediate variable 'student's perception' and the hypotheses, identifying the green marketing effects on HUTECH students' food purchasing decisions at Ho Chi Minh City Co-opMart supermarket chain. The results of the study identify four factors of the green marketing mix (4Cs), namely, green commodity, green cost, green convenience, and green communication. All these factors have an influence on the student's food purchasing decision at Co-opMart supermarket. Cost is the strongest factor eliciting student's interest in purchasing green products, followed by convenience, then communication. Commodity has the least impact on green purchasing decision. This study proposes some feasible solutions for Co-opMart managers to attract more students using green food in the complex situation of contaminated food, which is extremely harmful to consumers' health.

• Culinary science and hospitality research
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• v.9 no.1
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• pp.81-100
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• 2003

This study performed a analysis of customer purchasing behavior in family restaurant. The type of family restaurant marketing activity was classified to free gift promotion, special menu promotion, discount promotion, membership program, coupon, co-marketing promotion were assumed to stimulus. The awareness of stimulus and exposure, attention, comprehension process was assumed to attraction and the contribution of stimulus was assumed to satisfaction on this study. A sample of study is assigned women customers are core customer group not family restaurant but all of industry. The study has showed co-marketing is the most outstanding marketing activity in family restaurant all of aspects and the awareness and attraction of co-marketing is higher than satisfaction. A result of t-test for awareness and attraction of discount and coupon promotion is attended. Attraction of them is higher than awareness. But satisfaction of them is lower than attraction means that family restaurants should makes an effort to develop the customer satisfaction to ensure customer loyalty through the discount and coupon promotion. On one-way ANOVA of awareness, attraction and satisfaction by age, discount and coupon promotion is related to it Speciality as low age as sensitive in awareness, attraction, satisfaction of discount promotion.