본문 바로가기
KERD
논문KCI 등재

Social media and luxury fashion brands in China: the case of Coach

1

조회

0

다운로드

7

인용

0

참고문헌

키워드

주제분류경영학

초록

Luxury consumption in China reached US$37 billion in 2012, making it the world’ssecond largest luxury goods market. Many luxury fashion brands, such as LouisVuitton, Gucci, Chanel and Coach, are making huge digital marketing efforts in Chinato increase brand equity and sales. This paper uses Coach as an example to explore how luxury brands use social media to connect with middle-class customers in China. After briefly summarizing the development of social media platforms in China, the key components of Coach’s social media marketing strategy are highlighted and analyzed. Then a discussion of Weibo users’ responses to Coach’s posts is presented. The lessons learned from this study will help luxury brand marketers to engage in social media with Chinese users and improve their social media strategy in China.

Abstract

Luxury consumption in China reached US$37 billion in 2012, making it the world’ssecond largest luxury goods market. Many luxury fashion brands, such as LouisVuitton, Gucci, Chanel and Coach, are making huge digital marketing efforts in Chinato increase brand equity and sales. This paper uses Coach as an example to explore how luxury brands use social media to connect with middle-class customers in China. After briefly summarizing the development of social media platforms in China, the key components of Coach’s social media marketing strategy are highlighted and analyzed. Then a discussion of Weibo users’ responses to Coach’s posts is presented. The lessons learned from this study will help luxury brand marketers to engage in social media with Chinese users and improve their social media strategy in China.

참고문헌 (64)

  1. "Understanding China’s growing love for luxury" (2011)[URL]
  2. "Luxury without borders: China’s new class of shoppers take on the world" (2012)[URL]
  3. "Chinese consumers report – Luxury; A brand awareness upgrade. Welcoming a new era in the Chinese luxury market" (2012)[URL]
  4. Beverland, M., "The “real thing”: Branding authenticity in the luxury wine trade", Journal of Business Research, 59(2), pp.251~258 (2006)
  5. "China’s taste for high-end fashion and luxury brands reaches new heights. The Guardian" (2011)[URL]
  6. "Microblogs survive real-name rules – So far. The Wall Street Journal. China" (2012)[URL]
  7. "China’s social-media boom. McKinsey & Company" (2012)[URL]
  8. Constantinides, E., "Web 2.0: Conceptual foundations and marketing issues", Journal of Direct, Data and Digital Marketing Practice, 9(3), pp.231~244 (2008)[DOI]
  9. "L2’s digital IQ index: China fashion supplement. L2 Daily" (2013)[URL]
  10. De Bruyn, A., "A multi-stage model of word-of-mouth influence through viral marketing", International Journal of Research in Marketing, 25(3), pp.151~ (2008)
  11. Diffley, S., "Consumer behavior in social networking sites: Implications for marketers", Irish Journal of Management, 30(2), pp.47~65 (2011)
  12. Dubois, B., "Prestige brands or luxury brands? An exploratory inquiry on consumer perceptions", Paper presented at the 31st European Marketing Academy Conference (2002), University of Minho
  13. Erdogan, B. Z., "Celebrity endorsement: A literature review", Journal of Marketing Management, 15, pp.291~314 (1999)[DOI]
  14. Antoinette M Fionda, "The anatomy of the luxury fashion brand", Journal of Brand Management, 16(5-6), pp.347~363 (2009), Springer Nature[DOI]
  15. "Coach’s hot mom brand status propels robust China growth" (2013)[URL]
  16. Fournier, S., "Consumers and their brands: Developing relationship theory in consumer research", Journal of Consumer Research, 24(4), pp.343~373 (1998)
  17. King-wa Fu, "Reality Check for the Chinese Microblog Space: A Random Sampling Approach", PLoS ONE, 8(3), pp.e58356~ (2013), Public Library of Science (PLoS)[DOI]
  18. "Luxury market in China: Huge growth potential ahead" (2013)[URL]
  19. "L2 digital IQ index: China (fashion supplement)" (2013)[URL]
  20. "Digital promised land: Retailers look to e-commerce to succeed in China" (2013)[URL]
  21. Godes, D., "Firm-created word-of-mouth communication: Evidence from a field test", Marketing Science, 28(4), pp.721~739 (2009)
  22. "The voice of luxury: Social media and luxury brands in China. 2011 GroupM Knowledge – CIC White Paper on Luxury" (2011)[URL]
  23. Nadine Hennigs, "Luxury Brands in the Digital Age – Exclusivity versus Ubiquity", Marketing Review St. Gallen, 29(1), pp.30~35 (2012), Springer Nature[DOI]
  24. Hofstede, G., "Cultures and organizations: Software of the mind" (1991), McGraw-Hill
  25. Holbrook, Morris B., "Consumer value: A framework for analysis and research" (1999), Routledge
  26. "Accessible luxury brands ride China’s middle-class wave" (2012)[URL]
  27. Kapferer, J. N., "Managing luxury brands", Journal of Brand Management, 4(4), pp.251~260 (1997)
  28. Katarina Halvorsen, "Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway", Journal of Global Fashion Marketing, 4(3), pp.211~224 (2013), 한국마케팅과학회
  29. Angella Jiyoung Kim, "Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention", Journal of Global Fashion Marketing, 1(3), pp.164~171 (2010), 한국마케팅과학회[DOI]
  30. Kim, A. J., "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand", Journal of Business Research, 65(10), pp.1480~ (2012)
  31. "Global reach of China luxury" (2013)[URL]
  32. Hanna Krasnova, "Online social networks: why we disclose", Journal of Information Technology, 25(2), pp.109~125 (2010), Springer Nature[DOI]
  33. "Best branding practices in China – Luxury. Shanghai" (2012)[URL]
  34. Laroche, M., "To be or not to be in social media: How brand loyalty is affected by social media?", International Journal of Information Management, 33(1), pp.76~ (2013)
  35. "Social platforms" (2013)[URL]
  36. Lau, J. M., "Nei di wang min shang wang xu qiu yu xiao fei mu shi (Internet demand and online buying pattern of internet users in China)", Hong Kong Economic Journal, pp.B15~ (2012)
  37. Lemon, K. N., "What drives customer equity", Marketing Management, 10(1), pp.20~25 (2001)
  38. Liu, R., "Annual report on development of new media in China (2013)", pp.29~45 (2013), Social Sciences Academic Press
  39. "Luxury consumer behavior in mainland China: What exists behind the facade of new wealth?" (2011)[URL]
  40. W. Glynn Mangold, "Social media: The new hybrid element of the promotion mix", Business Horizons, 52(4), pp.357~365 (2009), Elsevier BV[DOI]
  41. Albert M. Muniz, "Brand Community", Journal of Consumer Research, 27(4), pp.412~432 (2001), Oxford University Press (OUP)[DOI]
  42. Aron O'Cass, "Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status", Journal of Product & Brand Management, 17(5), pp.341~352 (2008), Emerald[DOI]
  43. O’Cass, A., "Exploring consumer status and conspicuous consumption", Journal of Consumer Behaviour, 4(1), pp.25~39 (2004)
  44. Uché Okonkwo, "Sustaining the luxury brand on the Internet", Journal of Brand Management, 16(5-6), pp.302~310 (2009), Springer Nature[DOI]
  45. Okonkwo, U., "Luxury online: Styles, systems, strategies" (2010), Palgrave MacMillan
  46. Michel Phan, "Social Media and Luxury Brand Management: The Case of Burberry", Journal of Global Fashion Marketing, 2(4), pp.213~222 (2011), 한국마케팅과학회[DOI]
  47. I Phau, "Consuming luxury brands: The relevance of the ‘Rarity Principle’", Journal of Brand Management, 8(2), pp.122~138 (2000), Springer Nature[DOI]
  48. Qian, G., "Changing media, changing China", pp.38~76 (2011), Oxford University Press
  49. "Renren annual report" (2013)[URL]
  50. C.M. Sashi, "Customer engagement, buyer‐seller relationships, and social media", Management Decision, 50(2), pp.253~272 (2012), Emerald[DOI]
  51. Schmitt, B., "Customer experience management: A revolutionary approach to connecting with your customers" (2003), John Wiley & Sons, Inc
  52. Sheth, J. N., "Why we buy what we buy: A theory of consumption values", Journal of Business Research, 22(1), pp.159~170 (1991)
  53. Smith, J. B., "Customer value creation: A practical framework", Journal of Marketing Theory and Practice, 15(1), pp.7~23 (2007)
  54. So, L. M., "Motivations of luxury brand consumption: A comparison between China and HongKong Chinese consumers", Paper presented at the 2012 Cambridge Business and Economics Conference (2012)
  55. Stafford, T. F., "Determining uses and gratifications for the internet", Decision Sciences, 35(2), pp.259~288 (2004)
  56. Jane Boyd Thomas, "Which Dress Do You Like? Exploring Brides’ Online Communities", Journal of Global Fashion Marketing, 2(3), pp.148~160 (2011), 한국마케팅과학회[DOI]
  57. Tse, D. K., "The Handbook of Chinese Psychology", pp.352~363 (1996), Oxford University Press
  58. Tynan, C., "Co-creating value for luxury brands", Journal of Business Research, 63(11) (2010)
  59. Unger, J., "China’s conservative middle class", Far East Economic Review, 169(3), pp.27~31 (2006)
  60. Verhallen, T. M., "Scarcity and preference: An experiment on unavailability and product evaluation", Journal of Economic Psychology, 15, pp.315~331 (1994)
  61. Vigneron, F., "A review and a conceptual framework of prestige-seeking consumer behavior", Academy of Marketing Science Review, 1, pp.1~15 (1999)
  62. "Xiu’s fake product scandal damages e-commerce and eBay deal" (2012)[URL]
  63. Wiedmann, K., "Measuring consumers’ luxury value perception: A cross-cultural framework", Academy of Marketing Science Review, 1 (2007)
  64. Bopeng Zhang, "Luxury fashion consumption in China: Factors affecting attitude and purchase intent", Journal of Retailing and Consumer Services, 20(1), pp.68~79 (2013), Elsevier BV[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (5건)