• Asia Marketing Journal
• /
• v.13 no.4
• /
• pp.139-158
• /
• 2012

This study was intended to classify tie-in promotion tools by the criteria of benefit-fit between consumer and tie-in promotions. Tie-in promotion tools include tie-in price reductions, tie-in coupons, tie-in memberships, tie-in contests, tie-in sweepstakes, tangible and intangible tie-in premiums, tie-in payment terms, tie-in samples, tie-in events(culture event, charity event, experience event) and tie-in fund·rebates. The fit between consumer pursuit benefit and tie-in promotion supplying benefit was used as a classification criteria on the basis of Lee et al.'s study in 2011. For the experiment, one stimuli and 12 scenarioes were developed. 100 pieces of data were obtained for each scenario. As a result, benefit fit was subsequently divided into two factors: hedonic-benefit fit and utilitarian-benefit fit. Tie-in promotion tools were then classified into 4 types: high hedonic benefit-added, high utilitarian benefit-added, low hedonic benefit-added, and low utilitarian benefit-added. In previous research, tie-in promotion type was mainly divided by the evaluative criteria on company's viewpoint such as horizontal/vertical or intra-company/ inter-company, which reflects mutual exclusiveness between two criteria. Whereas, in this study, tie-in promotion type was divided by evaluative criteria on consumer's viewpoint such as hedonic- benefit fit/utilitarian-benefit fit. The classifications in this study practically reflect benefit-added of tie-in promotion type superadded one benefit coexisting two benefits.

• Cross-Cultural Studies
• /
• v.52
• /
• pp.371-392
• /
• 2018

Beginning with ethical nature inherent in the novel, this paper argues that ethical responsibility of $21^{st}$ century global fiction lies in its invitation to readers to rethink the status quo in a globalized world. While David Mitchell's Cloud Atlas and Min-gyu Park's Dinner with Buffett use international settings, these works exemplify how global fiction fails at, or succeeds in, the ethical task of challenging the contemporary world, respectively. This is because Mitchell's 500-page novel, although a felicitous embodiment of globalization and hybridity, does not challenge dominant ideologies and instead ends up reproducing a conventional humanist ideology against the backdrop of exotic places and diverting literary pastiches. In contrast, Dinner with Buffett, a novella about a Korean average Joe who wins a charity meal with tycoon Warren Buffett, perplexes the reader with counterintuitive turns and, in doing so, uncovers what we believe to be common sense today that serves global capitalism.