A Case Study of Art Marketing in Fashion Brand

• 발행기관: 한국유통과학회
• 저자명: Sung-Sun Hong Choon-Sup Hwang
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2013 International Conference on Business and Economics (ICBE 2013), 397~404쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.07.13

영문 초록

Art marketing stimulates the emotions of consumers according to various consumer needs. The purpose of this study is to examine the effects of various art marketing managements of fashion brands, focusing on the cases of global fashion brands that have been leading of art marketing strategies, and suggest the expected effects of art marketing in fashion brand in the future. This study has examined the art marketing managements of global fashion brands in the aspect of product planning, ads and PR strategies, reputation marketing and public marketing through social contribution. As results of a study of art marketing managements’ cases, the positive results which can be achieved through art marketing can be summarized as follows : Consumers emphasizing emotional consumption value take features, benefits, quality and positive brand image for granted and expect something beyond them. They want to have the products that appeals to their hearts, stimulates their minds, make them feel as if they become beautiful and accomplish their dreams, let them have a pleasure in using products and enjoy the artistic value of products. Unique brand images achieved though art marketing differentiate the corresponding brands from competing brands. It will provide the opportunities for consumers to experience cultures and add premium to prices. In a point of view reputation marketing. social contribution, such as contest exhibition, artistic awards, sponsoring, etc., elevates the corporate images and expands the brand images for the consumers.

목차

Abstract

1. Introduction

2. Art Marketing

3. Art Marketing Managements in Fashion Brands

4. Effect of Art Marketing in Fashion Brands

5. Conclusion

REFERENCE

키워드

Art Marketing Emotional Marketing Culture Marketing Collaboration Artsumers