• 복식문화연구
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• 제32권2호
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• pp.260-286
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• 2024

This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

• Asia Marketing Journal
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• 제21권1호
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• pp.23-44
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• 2019

A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors' strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis' market performance, by focusing on the obstacles rooted in the consumer perception as well as the obstacles that stem from the change in the U.S. automobile industry and the nascent network of the Genesis dealership. Genesis Motors' current strategies are evaluated, and an alternative strategy is explored that is largely based on the American consumers' perceptions of the Genesis vis-a-vis conventional luxury brands and outperforming midsize brands.

• 디자인융복합연구
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• 제16권2호
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• pp.63-81
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• 2017

콘텐츠 소비 환경의 변화는 기업들이 마케팅 플랫폼으로서 소셜미디어의 가능성을 인지하게끔 하였다. 이와 함께 마케팅 '콘텐츠'의 중요성이 두드러짐에 따라 기업에만 의미가 있는 광고가 아닌 소비자에게도 가치 있는 콘텐츠를 창출하는 '콘텐츠 마케팅(Content Marketing)'이 떠오르고 있다. 이를 위해 기업들은 유튜브에 브랜드 채널을 개설해 채널에서만 접할 수 있는 유의미한 콘텐츠를 제공할 뿐만 아니라 유튜브 크리에이터와 콘텐츠 협업을 진행하는 등 유튜브를 기반으로 다양한 콘텐츠 마케팅 활동을 진행하고 있다. 본 논문은 콘텐츠 마케팅을 실천하고 있는 대표적 기업들인 국내 로드숍 화장품 브랜드가 유튜브를 어떻게 활용하고 있는지 파악하고 콘텐츠 디자인의 방향성을 제안하는 데 목적이 있다. 이를 위해 에뛰드, 이니스프리, 미샤, 더페이스샵 4개의 브랜드별 유튜브 마케팅 콘텐츠 사례를 살펴보고 그 유형을 구분 및 분석하였다. 그 결과 유튜브 브랜드 채널에 안정된 구독자 수가 없으면 뷰티 크리에이터와 콘텐츠 협업을 진행하는 것이 효과적일 수 있다는 것을 알 수 있었다. 또한, 콘텐츠 목적을 분명히 하는 것과 콘텐츠 전달 방식의 차별화가 중요하다는 결론을 도출할 수 있었다.