• 패션비즈니스
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• 제26권1호
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• pp.140-157
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• 2022

This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2008년도 연합학회학술대회
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• pp.253-261
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• 2008

상당수의 중소기업은 자체 마케팅 역량이 부족하여 제품 및 기술 개발에 있어서 초기부터 마케팅 활동을 충분히 수행하고 있지 못한 경우가 많다. 본 논문은 이러한 문제를 해결하기 위해 원료 공급에서부터 가공, 아웃소싱, 판매, 협업에 이르는 제품 생산 활동의 각 단계마다 적절한 마케팅 지향 정보가 제공되도록 공공 서비스 제공 전략을 제시한다. 또한 제품정보, 시장 정보, 기술 정보로 구성된 마케팅 지향형 정보 제공 시스템의 프로토타입을 제시한다.

• 한국의류학회지
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• 제42권2호
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• pp.278-297
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• 2018

This study examines the concept and type of art marketing used by luxury fashion brands as well as to elucidate the productive outcome of art marketing based on art marketing case studies. The research methods adopted in this study were a literature review and case studies. The scope of the research focused on companies operating luxury fashion brands such as Louis Vuitton S.A., Kering Group, Prada S.p.A., $Herm{\grave{e}}s$ International S.A., Salvatore Ferragamo Group, Giorgio Armani S.p.A. and Compagnie $Financi{\grave{e}}re$ Richemont S.A.. The results showed that luxury brands using art marketing to enhance the competitiveness of the company by combining art and marketing mainly incorporate the following types of art marketing: art foundation and museum, art sponsorship, art collaboration, advertising campaign, exhibition promotion, and flagship stores. In terms of the outcome of art marking by luxury fashion brands, it was found that art marketing facilitates company activities help companies acquire a positive image from revitalizing culture and art, produces increased profits for the companies due to increased product sales as well as expands the marketability of respective companies through company PR and brand promotion, customer satisfaction by providing cultural space, artistic places and new experiences.

• The Journal of Asian Finance, Economics and Business
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• 제4권4호
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• pp.67-77
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• 2017

The purpose of this research is to explore the factors affecting on Supply chain (SC). In fact, the collaborative supply chain (CSC) concept in Vietnam is quite new. Apart from obvious differences of doing business between Western versus and most of developing countries such as Vietnam, the literature suggests that collaboration in the supply chain (SC) of the furniture industry are quite low. The primary reason for such low adoption rates is low awareness of enterprises. In order to achieve the purpose of this study, a literature survey related to SC, CSC was carried out, and an empirical analysis was conducted among 276 manufacturers in this industry with the results analyzed. Using Cronbach's alpha analysis, Explore Factor Analysis (EFA) and Regression Analysis (RA) with primary data collected 276 valid samples from 393 samples in Vietnam, this paper explores and confirms that there are existed six basic factors affecting the collaboration in supply chain including: (i) Trust; (ii) Power; (iii) Maturity; (iv) Strategy; (v) Culture; and (vi) Frequency. Results of the research show strong evidences for policy makers and enterprises for management the supply chain collaboration in furniture industry as well as its contribution to literature review of supply chain management.

• 한국컴퓨터정보학회논문지
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• 제24권12호
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• pp.183-189
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• 2019

4차 산업혁명 이후 인공지능을 활용한 사업이 IT업계를 중심으로 확대되고 있으며 AI 서비스의 질적인 향상이 기대된다. 본 연구에서는 AI의 개발과 발전을 통해 마케팅의 변화를 살펴보고 앞으로의 시장변화에 대응할 수 있는 마케팅 전략을 수립하고 적용할 수 있도록 하는데 목적이 있다. 기존 자료를 토대로 인공지능 기술의 발전을 살펴보고 해외와 우리나라의 적용 사례를 통해 마케팅의 변화와 대응전략에 대해 살펴보았다. 인공지능(AI) 기술은 우리 생활에 있어 밀접한 영향을 주며 우리의 생활을 변화시키고 그에 따라 소비패턴과 인식, 소비문화까지 바꿀 수 있는 영향을 끼치고 있다. 앞으로 인공지능 기술의 혁신적 변화에 정부의 정책과 기업의 비전, 보다 장기적인 성공전략을 수립하는 적극적인 대비책이 필요하며, 기업과 산업 간의 협업이 중요하다.

• 융합경영연구
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• 제12권1호
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• pp.29-38
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• 2024

Purpose: The purpose of this study is to explore the perceptions of millennials and Generation Z regarding AI applications in marketing, an area that has been rarely explored in previous researches. This study formulated research questions how millennials and Generation Z perceive the impact of brand image, AI-assistant customer service, affective factor, immersive experience, cognitive factor social factor and competitiveness of products and brands on overall attitude through the lens of AI applications in marketing. Additionally, this study also explored the influence of overall attitudes on satisfaction, intention to use, and loyalty towards AI applications. Research design, data and methodology: To gather data, this study employed an online survey conducted in collaboration with a reputable research organization. This study utilized factor analysis, ANOVA, and regression analysis for data analysis. Results: The findings revealed that the impact of brand image, AI-assistant customer service, and competitiveness on attitude demonstrated significance in both millennials and generation Z cohorts. The study identified that cognitive and social factors significantly influenced attitudes among millennials, whereas affective and immersive experiences showed significance in influencing attitudes among Generation Z. Conclusions: The findings offer valuable managerial implications, shedding light on the application of AI in marketing with distinct perspectives between millennials and Generation Z.

• Asia pacific journal of information systems
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• 제17권2호
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• pp.1-28
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• 2007

The success of new product development is a key factor for getting competitive advantages. Marketing research has been investigating marketing capability, manufacturing technical capability, cross-functional integration, market knowledge competence, market orientation, and competitive environment as the key success factors of new product development. Recently, the role of IT infrastructure in enhancing new product advantage is assumed in the literature. However, the empirical studies on the role of IT infrastructure are lacking. The purpose of this study is to empirically exam the impacts of IT infrastructure on new product competitive advantage. In this study, IT infrastructure is conceptualized as the flexibility of IT infrastructure. Based on previous research, a conceptual model is established by incorporating the direct impact of IT infrastructure flexibility and its indirect impact through the key success factors on new product development. To empirically test the research model, data are surveyed from a pair of IS department and Marketing department of 92 consumer goods manufacturers. By employing PLS technique, the measurement reliability and reliability of research variables are tested and the path analysis is conducted to do the hypothesis testing. The path analysis shows that IT infrastructure flexibility has no direct effect on new product advantage, However, the indirect effect of IT infrastructure is found, which is mediated by marketing capability, manufacturing technical capability, cross-functional integration, and market orientation respectively. Hence, The flexible IT infrastructure increases cross-functional integration (H1), market orientation (H3), marketing capability (H5), and manufacturing technical capability (H6). All success factors of new product development excepts for competitive environment have a positive association with new product competitive advantages (from H10 to H14). Finally, the path from IT infrastructure flexibility to cross-functional integration, to market orientation, to market knowledge capability, and to new product advantage is found as the strongest path. These results indicate that the flexible IT infrastructure enhances information sharing with multiple departments and collaboration within a distributed innovation environment. The collaboration among departments positively affects the level of customer and competitor intelligence. The ability to obtain knowledge about customers and competitors makes firms to adapt to a changing environment quickly and to respond to customers' demands adequately. The flexible IT infrastructure also enhances the capability of organization to more rapidly respond to the changes in product design resulting in faster product development and reduced costs. In addition to, it enhances marketing capability by the two-way communications with customers and the analyses of various kinds of customer data. In brief, the finding of this study suggests that the flexible IT infrastructure allows many firms to pursue sustained new product competitive advantages. This study advances research on IT infrastructure in two important aspects. First, by Integrating marketing research and IS research, this study develops a conceptual model on the role of IT infrastructure in enhancing new product advantage. Second, it empirically finds the indirect impacts of IT infrastructure on new product advantage, which confirms the potential for the IS field to contribute to new product development research. The limitations of this study are also discussed to provide research directions for future research.

• 한국의류산업학회지
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• 제14권4호
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• pp.567-577
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• 2012

This study investigates how the type of fashion shopping orientation influence the selection criteria, attitudes, and preference of fashion products developed through collaboration. For data collection, the study conducted a survey in the Seoul and Metropolitan areas. The results are as follows: 1. Shopping orientation was identified with seven factors: pursuit of pleasure, trend, planning, uniqueness, famous brand, economic efficiency, and conspicuous consumption. Attitudes toward the collaborated of fashion products could be classified into two factors of reasonable ostentation and aesthetic value orientation. 2. The shopping orientation of the pursuit of trend is related to reasonable ostentation; in addition, the shopping orientation for the pursuit of uniqueness and economy is positively associated with an aesthetic value orientation. 3. The factors of fashion pursuit had a great positive effect on their preference for collaboration type among fashion brands and the factors of uniqueness and pleasure pursuit had a positive effect on the preference for collaboration type with fashion designers and artists. This showed that the pleasure pursuit factor had a positive effect on the collaboration type preference for celebrities. Fashion companies may be able to establish effective merchandising and marketing strategies that fit the characteristics and types of fashion collaboration.

• 대한조선학회 특별논문집
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• 대한조선학회 2007년도 특별논문집
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• pp.57-67
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• 2007

As the competition among commercial shipyards gets more intense and the number of ships to be designed is increasing significantly, the state is that engineering work volume has increased proportionately. Under these conditions, various attempts have been tried to improve performance in design activities and it has come to a vital issue as to how the design process should be managed and conducted in more efficient manner. To achieve this goal, an engineering process management system has been developed, named 'DSME Engineering Wizard System'. It aims to accelerate process performance by managing execution, promoting collaboration and maximizing engineering data reusability based on workflow concept. For the application of this system, Marketing Design which is one of the major processes for commercial ship design was analyzed and established into a unique workflow template consisting of activities, getting design experiences organized into a best practice in which engineering tasks are performed in the way proven most efficient.

• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.151-160
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• 2021

The purposes of this research were: 1) to analyze the confirmatory factors with the business operational model of entrepreneurs of small and medium enterprises (SMEs) in the textile and clothing industry, and 2) to verify the congruence of the model with the operational ways of the entrepreneurs of SMEs in the textile and clothing industry. The sample consisted of 500 small and medium enterprise entrepreneurs in the textile and clothing industry. This study was quantitative research and the instrument used to collect the data was a questionnaire. The data was analyzed using 1^st order and 2^nd order of confirmatory analysis (CFA). The findings of this research revealed that the model of SMEs in the textile and clothing industry was overall at a high level. Four main factors were used for the model of SMEs in the textile and clothing industry by their importance in descending order as follows: marketing mix (MM), collaboration network (CN), production inventory management (PIM), and creativity (CT). The results of verification of model congruence revealed the model of SMEs in the textile and clothing industry was fit and in accordance with the empirical data.