최소 단어 이상 선택하여야 합니다.
최대 10 단어까지만 선택 가능합니다.
다음과 같은 기능을 한번의 로그인으로 사용 할 수 있습니다.
NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.23 no.3, 2015년, pp.353 - 367
박지혜 (경희대학교 의상학과) , 황춘섭 (경희대학교 의상학과)
This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsors...
* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
아티스트 작품에 대한 호감도가 증가하는 이유는? | 제품이나 서비스를 통해 유명 아티스트 작품을 접할 수 있다는 호기심만으로도 평소 무관심했던 브랜드에 대한 호감도가 높아질 수 있다. 이는 예술작품을 보면 즉각적이고 무의식적으로 뇌의 보상 영역과 쾌감 자극이 활성화되는 현상에서 그 근거를 찾을 수 있다(Bum, 2012). 즉, 예술작품으로 소비자들에게 긍정적인 자극을 줄 수 있다는 사실을 마케팅에 접목하게 되었고, 그 결과 아트마케팅이 등장하였다. | |
문화기술 산업이 주목 받은 이유는? | 필요성뿐만 아니라 자신들의 감성적 욕구 충족 및 질적인 만족을 요구하는 현대인의 소비패턴에 부응하기 위해 기업은 새로운 마케팅 전략을 필요로 하게 되었고, 그 결과 문화 예술과 감성을 바탕으로 한 문화기술(Cultural Technology) 산업이 주목을 받게 되었다. | |
무관심했던 브랜드에 대한 호감도가 높아진 이유는? | 제품이나 서비스를 통해 유명 아티스트 작품을 접할 수 있다는 호기심만으로도 평소 무관심했던 브랜드에 대한 호감도가 높아질 수 있다. 이는 예술작품을 보면 즉각적이고 무의식적으로 뇌의 보상 영역과 쾌감 자극이 활성화되는 현상에서 그 근거를 찾을 수 있다(Bum, 2012). |
Bum, S. K. (2012, November 19). Art collaboration. Naver cast. Retrieved November 19, 2012, from http://www.navercast.naver.com
Choi, H. J. (2013). A study of art infusion effect on the fashion products according to self-monitoring and the luxury level of fashion brands. Unpublished master's thesis, Sungkyunkwan University, Seoul, Korea.
Hagtvedt, H., & Patrick, V. (2008). The influence of art infusion on the perception and evaluation on consumer products. Journal of Marketing Research, 45(3), 379-389.
Hong, M. J. (2008). Research on art-marketing activity of fashion industry: Analysis on cases of artmarketing by international fashion industries and recognition by customers. Unpublished master's thesis, Kookmin University, Seoul, Korea.
Hong, S. S., & Hwang, C. S. (2013). A case study of art marketing in fashion brand. Journal of Distribution Science, 11(11), 19-32.
Hyun, S. E., & Park, S. Y. (2011). The impact of exposure to positive and negative information on brand evaluation after considering brand knowledge: Product category differences. Journal of Commodity Science, 29(1), 45-54.
Joo, S. H., & Koo, D. M. (2012). The effect of curiosity and need for uniqueness on emotional responses to art collaborated products including moderating effect of gender. Asia Marketing Journal, 14(2), 97-125.
Jung, G. S. (2010). A case study for the development of emotional design that incorporates art marketing. Unpublished master's thesis, University of Seoul, Seoul, Korea.
Jung, J. K. (2006). An influence of cultural marketing on corporate image, social responsibility and business ethics. Unpublished master's thesis, Sookmyung Women's University, Seoul, Korea.
Kan, H. S. (2008). A study on the cultural traits of collaboration in the contemporary fashion. Unpublished doctoral dissertation, Sungkyunkwan University, Seoul, Korea.
Kim, D. J. (2011). Effects of support nature, public benefit. Journal of Korean Association of Arts Management, 23(1), 575-590.
Kim, H. J. (2011). A study on art marketing strategy of luxury fashion brand through Contemporary art: Focusing on best practice brand LOUIS VUITTON, HERMES, PRADA. Unpublished master's thesis, Ewha Womans University, Seoul, Korea.
Kim, J. H. (2009). The effect of the ad with art image on the consumers' response. Journal of PR Research, 13(1), 97-122.
Kim, J. S. (2005). Research on consumer attitude of collaboration strategy according to brand image. Unpublished master's thesis, Ewha Womans University, Seoul, Korea.
Kim, J. S., & Choi, H. L. (2009). The study of the effect of brand awareness level and perceived price level of sport shoes on customers' perception and purchase intention. Journal of Commodity Science, 27(1), 143-156.
Kim, S. H. (2012). Influence of art marketing on customer attitude: Comparing hedonic product and utilitarian product. Unpublished master's thesis, Hongik University, Seoul, Korea.
Kim, S. J. (2009). The effect of the advertising with art infusion. Unpublished doctoral dissertation, Dong-A University, Busan, Korea.
Kim, Y. M., & Kang, B. S. (2012). A study on the characteristics of art marketing observed in contemporary fashion. Journal of Korean Society of Basic Design & Art, 13(2), 100.
Lee, B. R. (2010). Comparison of customer preference between domestic brands and licensed brands-based on utilitarian products and hedonic products. Unpublished master's thesis, Ajou Univerity, Suwon, Korea.
Lee, H. W. (2011). The present state and effect of brand design management through art collaboration. Journal of Arts Management and Policy, 19, 123-147.
Lee, J. E., & Han, Y. H. (2010). Effect of art infusion on consumer evaluation: Focusing on product types. Korean Journal of Consumer and Advertising Psychology, 11(4), 797-821.
Lee, S. H., & Park, J. R. (2010). Effect of fashion brand's collaboration on customers. Journal of Korea Design Forum, 30, 233-243.
Leem, J. H. (2008). Impact of emotional consumption values to art marketing on purchase intentions. Unpublished master's thesis, Sejong University, Seoul, Korea.
Moon, S. E. (2010). Study on art collaboration in fashion design: Focused on the case analysis of domestic and overseas fashion brands. Unpublished master's thesis, Hongik University, Seoul, Korea.
Park, H. H., Koo, Y. S., & Koo, D. M. (2006). The influence of consumer's shopping value on fashion product attribute evaluation and repurchase intention: Focused on casual wear purchase of university students. Journal of Korea Strategic Marketing Association, 14(3), 81-106.
Park, J. K., & Li, B. (2010). A study on the effect of product brand image in the brand preference of Korean and Chinese customers. Journal of Management & Economics, 33(1), 39-63.
Rhee, S. C., & Kim, S. H. (2009). A study on the collaboration of art and fashion brand: Focusing on 2008 S/S collection. Journal of the Korean Society of Design Culture, 15(3), 225-233.
Rhee, S. C., & Lee, E. K. (2011). A study on characteristics of luxury brands' art marketing through flagship store: Concentrated on Luis Vuitton and Prada Shops. Journal of the Korean Society of Design Culture, 17(1), 400-412.
Song, J. E. (2011). The effects of product evaluation on the different types of art marketing collaboration: The moderating role of consumer's emotional reaction. Unpublished master's thesis, Sookmyung Women's University, Seoul, Korea.
Yoon, J. Y. (2007). The influence of art marketing on consumer's psychological and behavioral response: Focusing on fine art application. Unpublished master's thesis, Seoul National University, Seoul, Korea.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.