دانلود مقاله ISI انگلیسی شماره 44975
عنوان فارسی مقاله

زنان چه می خواهند: ایجاد یک برند لوکس

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44975 2014 11 صفحه PDF سفارش دهید 7970 کلمه
خرید مقاله
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عنوان انگلیسی
What women want: Creation of a luxury brand
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Business Horizons, Volume 57, Issue 2, March–April 2014, Pages 247–257

کلمات کلیدی
کره - برند - رسانه های اجتماعی
پیش نمایش مقاله
پیش نمایش مقاله زنان چه می خواهند: ایجاد یک برند لوکس

چکیده انگلیسی

South Korea was first introduced to luxury brands in the 1990s. Since then, a great interest in luxury products, or myungpoom, and foreign products, called waejae, has developed. Despite the strong preference for fashion products from the United States and Europe, Sang A, a brand founded by a woman born and raised in Korea, is recognized as a myungpoom in Korea. This new luxury brand is also known for its designer handbags in the United States and is quite successful in both countries. In a comparative study of Sang A and the internationally well-known luxury brand Jimmy Choo using literary research, Internet research, field research, and interviews with Sang A bag consumers, I identified several key elements of success for the two brands: niche market targeting, storytelling, a ‘hungry attitude,’ high prices but accessible discounts, thorough management of distribution channels, and image-making through star power. This article implicates that Korean consumers have complex desires that go beyond simply wanting foreign goods.

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