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Article
Publication date: 5 February 2024

Christine Ye and Yuna Kim

Advances in digital technologies coupled with the shift toward sustainable consumption present promising opportunities for luxury fashion brands to engage younger consumers. To…

Abstract

Purpose

Advances in digital technologies coupled with the shift toward sustainable consumption present promising opportunities for luxury fashion brands to engage younger consumers. To this end, this paper aims to provide a forward-looking approach to creating luxury experiences targeted toward young consumers by proposing a new experience consumption framework.

Design/methodology/approach

This paper presents a viewpoint on creating luxury experiences that address the changing dynamics of the luxury industry by responding to the disruptive surge of young consumers and their growing preference for digital connections.

Findings

The authors develop a new experience consumption framework which demonstrates how luxury brands can successfully engage young consumers and fulfill their desire to share experiences with others by leveraging sustainable participation and digital technologies. The framework identifies different sustainable and digitally immersive experiences that luxury brands can incorporate for their young consumers.

Originality/value

This paper offers important managerial insights for luxury fashion brand marketers and identifies future research opportunities to advance knowledge in this field.

Details

Journal of Business Strategy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 17 October 2018

Jennifer D. Chandler, Rommel Salvador and Yuna Kim

As a social media platform, Twitter enables direct, continuous and real-time communication across many markets simultaneously. Drawing on speech act theory (SAT), this study aims…

1435

Abstract

Purpose

As a social media platform, Twitter enables direct, continuous and real-time communication across many markets simultaneously. Drawing on speech act theory (SAT), this study aims to view tweets as “speech acts” and explores whether language and brand on Twitter influence firm value.

Design/methodology/approach

The frequency of two language types (accommodative and defensive) used on four corporate Twitter accounts for Sony and Microsoft was observed during the product launch periods of PlayStation 4 and Xbox One, respectively, covering 5,056 tweets. A linear mixed model was used to analyze whether language and brand influence firm value.

Findings

Results show that accommodative language used by firms on their corporate Twitter accounts has an overall negative influence on firm value the following day, whereas the use of defensive language has a positive influence. Moreover, the effects of these language types on firm value are attenuated when the Twitter accounts are personal, compared to the brand accounts.

Research limitations/implications

This study focuses on one type of social media platform (Twitter) and one product category (video game consoles). Future studies should investigate other platforms and product categories to improve generalizability.

Practical implications

Managers should carefully strategize their use of Twitter, especially the use of language and account type, as they can significantly affect firm value.

Originality/value

This study applies SAT to explain how language and brand on Twitter can influence firm value.

Article
Publication date: 3 October 2017

Yuna Kim and John S. Talbott

The purpose of this paper is to investigate whether communicating recent changes in the sales profession, shifting from a performance-focused model to a customer need-focused…

1033

Abstract

Purpose

The purpose of this paper is to investigate whether communicating recent changes in the sales profession, shifting from a performance-focused model to a customer need-focused model, to job candidates by re-labeling job descriptions can increase job candidates’ interest in pursuing sales jobs.

Design/methodology/approach

Two experiments using job candidates (undergraduate business students) were conducted at two public US universities to examine: whether job candidates use job title or job description to determine their interest in pursuing jobs and whether terminology used in the job description affects job candidates’ interest in pursuing sales jobs.

Findings

Results show that job candidates’ interest in pursuing jobs are affected by job titles more than the actual job responsibilities. Further, job candidates’ interest in pursuing sales jobs is affected by terminology used in the job descriptions, where customer need-focused (selling-focused) terminology increases (decreases) interest in pursuing a sales job.

Practical implications

Sales jobs have been recognized as one of the hardest job positions to fill. Results from this paper can help recruiters develop effective strategies to improve job candidates’ interest in pursuing sales jobs, especially the emerging social selling jobs.

Originality/value

Contrary to most extant research that investigates resistance toward sales jobs by examining job candidates’ idiosyncratic characteristics, this paper adopts a branding and consumer learning perspective and examines how job candidates’ interest in pursuing a job is influenced by their ability or willingness to process job information.

Details

Marketing Intelligence & Planning, vol. 36 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Content available
Book part
Publication date: 19 December 2017

Karin Klenke

Abstract

Details

Women in Leadership 2nd Edition
Type: Book
ISBN: 978-1-78743-064-8

Book part
Publication date: 10 November 2016

Eunha Koh

Although Korean sociology of sport is relatively unknown to the international community of scholars, it is a mature field in Korea. Sociology of sport was first introduced in…

Abstract

Although Korean sociology of sport is relatively unknown to the international community of scholars, it is a mature field in Korea. Sociology of sport was first introduced in Korea in the mid-1960s when the field first evolved in North America and Europe. However, the development of the field shows different aspects from its Western counterpart due to unique cultural and environmental factors both in academia and in society. There are three major research trends that form Korean sociology of sport. First, there is the research focus on the benefit of sport and physical activity by examining empirical data using quantitative methodologies. The second group of researchers pays attention to individual experience in diverse sport fields and utilize qualitative methodologies to investigate empirical or secondary data. The third and most recent trend is a critical approach that theoretically analyzes ideologies, power relations, and identity politics in sport and society. When looking at the future, there are problems and limitations within the field in Korea. These include lack of continuity in terms of conference sub-themes, over-production of doctoral degree graduates, conservatism rooted in the field, and a danger of regarding sport policy research as an exit for sport sociologists. However, there are also possibilities and reasons for optimism. The biggest possibility for Korean sociology of sport is globalization of the field. Another significant possibility is the need for sport sociologists in planning, developing, and evaluating sport policy. Finally, diversification of the field gives ample opportunities for future research.

Details

Sociology of Sport: A Global Subdiscipline in Review
Type: Book
ISBN: 978-1-78635-050-3

Keywords

Abstract

Details

Women in Leadership 2nd Edition
Type: Book
ISBN: 978-1-78743-064-8

Article
Publication date: 18 May 2015

Sookhyun Kim, Yuri Lee, Aran Jang, Yangim Lee and Claire Lacoste Kapstein

This paper aims to propose the global nation product equity model (GNPE) to measure global consumers’ equity of a product that a country produces, especially a nation’s cultural…

1100

Abstract

Purpose

This paper aims to propose the global nation product equity model (GNPE) to measure global consumers’ equity of a product that a country produces, especially a nation’s cultural products (i.e. culducts). The model also examines the significant difference of GNPE depending on a cultural diffusion level. GNPE model proposes that depending on the level of people’s recognition/acceptance/preference of a culture from another country (i.e. cultural diffusion level), the equity of a product from that country could be different in different countries. As variables that affect GNPE, global nation product equity in general, global nation product equity of a product category and nation cultural equity are included in the model.

Design/methodology/approach

To test the model, this study developed Hallyu (Korean cultural diffusion)-related Korean culducts and measured global consumers’ equity for the Korean culducts. In all, 351 surveys were collected from China, France, England and the USA.

Findings

The results show the significantly different equities and relationships among equities depending on the level of Hallyu diffusion in each country. Therefore, Korea is suggested to focus on different equities in different countries.

Originality/value

This research proposed a new model that extends the previous brand equity models to non-branded products (i.e. cultural products). This model proposed new variables that affect equity of a product mentioned above and suggests different equities to improve in different countries depending on their level of cultural diffusion. Also, this cross-cultural study suggests a direction of culduct design, distribution and promotion strategies in the global market.

Details

Journal of Product & Brand Management, vol. 24 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 15 February 2013

Seong Wook Chae and Kun Chang Lee

The purpose of this paper is to investigate how employing human brands affects consumers' decision quality in an online shopping environment by analysing visual attention using an…

4441

Abstract

Purpose

The purpose of this paper is to investigate how employing human brands affects consumers' decision quality in an online shopping environment by analysing visual attention using an eye‐tracking technique.

Design/methodology/approach

The experimental design used to examine the effect of human brands in an online shopping environment was a two‐factor repeated measure with two levels for each factor. The first factor of the design was a within‐factor measure of the product type, and the second was a between‐factor measure of the level of perceived decision quality. For this experiment 38 healthy participants were recruited at a university in South Korea.

Findings

First employing human brands in an online shop influences consumers' perceived decision quality. Second the results support a significant difference in perceived product trust between the two perceived decision quality levels. Finally the product type influences consumers' perceived trust towards the product.

Research limitations/implications

This research has the limitations of a relatively small sample size and the use of a sample of university students, which may not be representative of the general population. Future researchers could utilise experiments to analyse the message area of the screen for detailed product descriptions and include various samples, which could result in additional insights and generalised experimental results.

Practical implications

Employing human brands can improve consumers' decision making processes and enhance the quality of their decisions by reducing cognitive effort and appealing to consumers emotionally through heuristic choices. In addition it can increase trust towards products and, furthermore, lead consumers to think positively about the quality of the decisions they make. The paper suggests that companies apply human brands in online shops to improve consumers' decision quality and obtain competitive advantage.

Originality/value

One of this paper's contributions is employing a multi‐method approach, a self‐reported questionnaire and eye‐movement data, to gain a deeper understanding of the data when observing a complex phenomenon, as consumers themselves may not be aware of their reactions in such situations.

Details

Online Information Review, vol. 37 no. 1
Type: Research Article
ISSN: 1468-4527

Keywords

Content available
Article
Publication date: 21 December 2018

Cleopatra Veloutsou and Francisco Guzman

337

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 4
Type: Research Article
ISSN: 1061-0421

Article
Publication date: 29 October 2020

Ting Luo, Xiaolong Xue, Yongtao Tan, Yuna Wang and Yuanxin Zhang

This paper aimed to introduce a systematic body of knowledge via a scientometric review, guiding the sustainable transition from conventional construction to prefabricated…

1674

Abstract

Purpose

This paper aimed to introduce a systematic body of knowledge via a scientometric review, guiding the sustainable transition from conventional construction to prefabricated construction. The construction industry currently faces a challenge to balance sustainable development and the construction of new buildings. In this context, one of the most recent debates is prefabricated construction. As an emerging construction approach, although existing knowledge makes contributions to the implementation of prefabricated construction, there is a lack of a comprehensive and in-depth overview of the critical knowledge themes and gaps.

Design/methodology/approach

This study uses the scientometric analysis to review the state-of-the-art knowledge of prefabricated construction. It retrieved data from the Web of Science core collection database. CiteSpace software was used to conduct the analysis and visualization; three analysis methods identify the knowledge hotspots, knowledge domains and knowledge topics. Finally, according to integrating the hidden connections among results, a body of knowledge for prefabricated construction application can be inferred.

Findings

The results show that 120 knowledge hotspots, five critical knowledge domains and five prominent knowledge topics are vital for promoting implementation of prefabricated construction. Based on the afore analysis, a body of knowledge for prefabricated construction that can systematically cover a broad knowledge of prefabricated construction-related research and activities are integrated and proposed in this paper.

Originality/value

Body of knowledge systematically covers a broad knowledge of prefabricated construction applications and is vital to guide researchers and practitioners to conduct related research and activities, thereby promoting the sustainable transition to prefabricated construction implementation.

Details

Engineering, Construction and Architectural Management, vol. 28 no. 9
Type: Research Article
ISSN: 0969-9988

Keywords

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