• Journal of Distribution Science
• /
• v.17 no.1
• /
• pp.95-103
• /
• 2019

Purpose - Recently, many theoretical researches suggested that arts-based marketing strategies provide many benefits for marketers to differentiate their brand or product from others. However, there has been little research focusing on consumers' response types from artwork (artifact-emotion appraisal; A-emotion vs. represented world-emotion appraisal; R-emotion). In order to deepen our understanding of arts-based marketing strategies, we addressed a research question related to how artwork-provoked consumers' emotional response can impact the perceived evaluation of art infused products. Research design, data, and methodology - To answer the research question, we conducted a pretest and one experimental study. The experimental study was 2(art-provoked response type: A-emotion vs. R-emotion) by 2(emotional valence: positive vs. negative) by 2(produce type: hedonic vs. utilitarian) mixed design. The art-provoked response type and emotional valence were between-subject design and product type was within subject design. For the experimental study, 108 undergraduate students and graduate students were randomly assigned to one of 4 conditions (A-emotion-positive, A-emotion-negative, R-emotion-positive, R-emotion-negative). Participants reported their evaluation of art-infused product and other items for a manipulation check. Results - The major results from the experimental study are as follow. First, participant's art-provoked response type influenced evaluation of art infused products differently. More specifically, the effect of emotional valence of artwork on product evaluation was not significant in A-emotion. However, in R-emotion, relative to the product with artwork provoked negative emotional valence, the product with artwork provoked positive emotional valence elicited significantly higher product evaluation. Second, product type also affected the art infusion effect significantly. Particularly, the differential effect of participant's art-provoked response type on product evaluation revealed when it is for a utilitarian product, but not for a hedonic product. Conclusions - Theoretically, the findings of this study expand academic research on art infusion. And the findings also can be extrapolated to generate lots of implication for marketers. In sum, when they plan art marketing strategies to build the favorable relationship with their customers, they need to consider customers' response type of an infused art and product type.

• The Research Journal of the Costume Culture
• /
• v.21 no.1
• /
• pp.17-30
• /
• 2013

The purpose of this study is to consider and analyze the VM's characteristics of Maison Herm$\grave{e}$s which has tried continuously space presentations through the sensibility and differentiated strategy focusing on the flagship store window displays of Herm$\grave{e}$s. The framework for analysis of this study is established by related precedent studies. The results of this study were drawn through qualitative analysis of experts' group. The results of this study are as follows. Maison Herm$\grave{e}$s window displays have been unfolded a total of 57 times for 10 years, and have introduced a variety of themes by cooperating with 40 artists in various fields. Herm$\grave{e}$s set up eight types of themes in order to show the window displays, and these themes have been developed by the method of display presentation such as surrealistic, symbolic, mood, realistic, information. A majority of the participating artists was the Japanese. In addition, the display components such as the materials that can be easily accessible in everyday life, the object productions that were embodied the tangible and intangible image, the nostalgia, the child's world, good, colors, etc., were most frequently utilized for an effective display presentation of the themes that have been set according to each season. The most frequently used development techniques applied Herm$\grave{e}$s windows' VP were the 'd$\acute{e}$paysement', 'the descriptive narrative', and 'scene of dramatic contrast'. It turned out that a majority of the primary colors to make up Herm$\grave{e}$s window displays were analyzed by the red-orange and white color.

• Korean Institute of Interior Design Journal
• /
• v.23 no.1
• /
• pp.143-151
• /
• 2014

Nowadays, space branding becomes more important since it reflects and synthesizes the diverse experiences of the consumer. The objective of the research is to present the new possibilities that space branding offers by analyzing the brand strategy and the design characteristics of branded hotels, which are being projected as constructed branded environments. By integrating the brand with visible or invisible elements of the hotel, such as unique space planning, service, and consumer experience, a branded hotel can be a good vehicle to reflect fast changing consumer lifestyles and trends; it enables the consumer to experience brands in his or her everyday life, and it conveys the overall image of the brand by considering the consumer's multi-sensual experiences. The study processed with theoretical research which is related to the hotel space and branded environment. Four brands were selected with distinct business area and brand strategy, and studied to analyze the strategy and the characteristics of the branded environment in a branded hotel. In particular, the case study attempted to evaluate the distinctiveness of the branded hotel's spatial design by comparing each brand's representative flagship store with the hotel. As a result, four characteristics of branded environments in branded hotels were identified, namely, strengthen brand image, consistent brand strategy, extend brand perception, spatialize brand experience. Armani emphasizes their consistent brand image by applying similar design methods in both retail stores and hotel spaces. IKEA, in contrast, applies not their design identity but their brand concepts like practicality, efficiency, and low prices. Pantone gives an expanded brand experience by using synesthetic sensual stimulation using their color system. Missoni mixes and composes their patterns and materials in a three-dimensional manner and strengthens design possibilities and spatiality. This study suggests specific design methods to construct a branded environment in a branded hotel and offers new strategic directions for space branding.

• Journal of Distribution Science
• /
• v.13 no.7
• /
• pp.85-90
• /
• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• Journal of Convergence for Information Technology
• /
• v.7 no.6
• /
• pp.259-265
• /
• 2017

This study reviewed the existing studies in order to set up a strategy that can achieve the trust and business performance of the franchisers, who are actually operating franchised business, breaking from the research trend centered around franchise headquarters and added the factors of the franchise headquarters' strategy for expanding franchises, including word-of-mouth communication and advertising & publicity and added the exercise of recruitment agency outsourcing, flagship store, recently utilized often as preceding variables to verify the causal relation between the trust of the franchiser and the business performance of the franchise. The implications of this study, it can be concluded that the government authority for the attraction of healthy franchises can continuously attract franchises and enter the market can continuously attract franchises by increasing the trust of the franchises, and powerfully investing and managing them for the effort through word-of-mouth marketing. It is expected that this study will be helpful in the establishment of a business strategy for forming a continuous relationship as well as the franchise head office's strategy for the recruitment of new franchises.

• Journal of Distribution Science
• /
• v.9 no.3
• /
• pp.73-82
• /
• 2011

This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.