Externalised vs. internalised consumption of luxury goods: propositions and implications for luxury retail marketing

This study conceptualises the dichotomy of luxury goods consumption (‘externalised luxury’ vs. ‘internalised luxury’) in terms of six dimensions: on the one hand ostentation, materialism and superfluousness (which refer to luxury as a social statement) and, on the other hand individual lifestyle, emotions/hedonism and culture (which refer to luxury as individual style). Through this literary framework, it presents a series of propositions that might be tested in future research, one for each dimension, about retail strategies and operations for fashion luxury brands. Implications for retail managers of luxury companies are discussed for each proposition, considering the main aspects of retailing strategies and tools (e.g. assortment, sales force, in-store experience and atmospherics) together with possible theoretical developments.     

What is the added value of an organic label? Proposition of a model of transfer from the perspective of ingredient branding

ABSTRACT

This paper investigates the added value of an organic ingredient strategy and the transfer mechanisms at work when placing an organic label on product brands. We proposed and empirically tested an integrated model that included three stages: brand and label equity; transfer mechanisms; and product evaluation. We first selected an organic label and product brands and then tested our hypotheses with a sample of French consumers. The results confirm the positive influence of brand and label equity on transfer mechanisms (brand/label perceived fit and ease of transfer) and, in turn, illustrate how ease of transfer influences the overall product evaluation. A surprising result is that brand/label perceived fit does not directly affect the overall product evaluation; rather, it only influences brand/label ease of transfer.     

奢侈品网络营销模式及发展趋势研究

目前中国奢侈品网络销售BtoC网站发展势头良好,深得资本市场青睐。本文通过研究奢侈品网络营销的特点以及目前奢侈品网络销售模式,对奢侈品销售网站的发展趋势提出自己的看法。     

农产品区域产业品牌伞策略探析

品牌伞策略强调伞品牌对伞下产品或品牌产生庇护和提携作用,农产品区域产业品牌伞策略,除了具有一般品牌伞的功能效用之外,区域和产业可以增强伞下农产品和品牌的可识别性,赋予农产品和品牌一些独特的质量特性,形成与竞争对手的差异性,从而影响农产品的消费者信任度和市场接受度,农产品生产者可以利用区域产业品牌伞策略解决农产品创牌难题。     

Measuring customer-based place brand equity (CBPBE): an investment attractiveness perspective

Place branding has increasingly gained attention in last the two decades. However, there is a lack of measuring instrument for place branding effectiveness and subsequent place brand equity. This study develops a measurement instrument for customer-based place brand equity (CBPBE) for a place from the investment attractiveness perspective. Exploratory factor analysis followed by confirmatory factor analysis were used which resulted in an 11-item CBPBE scale. The dimensions of the scale consist of brand awareness, brand image, perceived quality, and brand loyalty. The study makes both theoretical and managerial contributions by offering a refined scale for the measurement of CBPBE which provides a tool for effective place branding activities and strategies.     

品牌本真性概念探析：内涵、维度与测量

在品牌发展过程中,品牌自身可能经历品牌创新、品牌易主、品牌延伸、品牌国际化和本土化等改变,这些变化可能使品牌偏离其原本的样貌,也可能使消费者对其本真性存有疑惑。在全球化和后现代社会发展过程中,品牌变化的程度和速度都在加快,塑造本真的品牌、建构消费者信任的品牌愈来愈受到学界和业界的关注。品牌本真性作为一个整体概念,不仅涉及到产品的地道、品牌传统的延续和企业社会责任,更与消费者的自我实现相关联。文章基于艺术学、旅游学和社会学对“本真性”的研究,梳理营销领域的品牌本真性内涵,阐释品牌本真性的维度,总结现有的关于品牌本真性的测量,明晰关于品牌本真性的研究争议,并探讨品牌本真性的未来研究方向。     

中国消费者奢侈品消费动机的实证研究

亚洲特别是中国正成为世界奢侈品的主要市场,但是受文化的影响,东西方消费者的奢侈品消费动机是不同的。本文回顾了东西方奢侈品消费动机的研究,及其文化背景原因,特别关注了儒家文化对于东亚消费者的影响;对中国消费者的奢侈品消费动机进行了实证分析,对于奢侈品市场细分策略提出了建议。     

A typology of organisational stakeholder engagement with place brand identity

ABSTRACT

This study explores how stakeholders engage with a place brand identity (PBI) in the context of country branding. This research extends beyond the importance and challenges of stakeholder brand engagement with place brand identity by exploring several typology of stakeholder engagement with PBI. A case study approach using semi-structured interviews with 39 senior-level representatives from national Australian organisations was adopted to explore how internal stakeholders in Australia are engaged with the current PBI initiative in Australia: Australia Unlimited (AU). A typology of stakeholder engagement with a PBI, including philosophical and concrete engagement was identified. Stakeholders’ philosophical engagement is reflected by their moral support, future engagement intention, as well as positive word-of-mouth (WOM) behaviour. Concrete engagement, on the other hand, is reflected by place brand partnership and internalisation of PBI in the organisations’ strategy. The research findings offer practical ways for place brand managing organisations (PBMO) to enhance stakeholder engagement with a PBI. The identification of multicomponent nature of PBI from the research findings allows PBMO to identify which PBI component lacks stakeholder support in order to make necessary improvements. Further, identification of the typology of stakeholder engagement with PBI provides alternative strategies of how stakeholder engagement can be managed.     

Branding Taiwan for tourism using ‘Decision Making Trial and Evaluation Laboratory’ and ‘Analytic Network Process’ methods

Countries should have a clear, credible, appealing, distinctive image in a wide and diverse global marketplace. Nation branding is a good method for countries to survive and prosper in a wide and diverse global marketplace, and many countries have embraced the concept. Nation branding is a sophisticated endeavor, which includes economics, tourism, culture, and political destiny. This paper addresses the problem of branding Taiwan's tourism using the decision making trial and evaluation laboratory approach combined with the analytic network process method to evaluate the performance criteria of branding Taiwan. The results show that ‘festival’ is the critical criterion for branding Taiwan for tourism.     

中国大陆电视综艺娱乐节目品牌竞争格局分析

伴随国内电视受众注意力资源的稀缺,以及在中国电视产业转型过程中,媒介品牌价值的日益提升,国内电视综艺娱乐节目加速品牌经营的趋势,也目益明晰。国内电视综艺娱乐节目结合现实国情、传媒政策、管理体制、传播观念等元素,率先强化了节目生产与传播过程中的品牌意识,展开节目运作的品牌竞争。