Brand Management of ‘New Luxury’: Case Saga Furs
2
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
This study addresses brand management in the context of rawmaterial for the luxury fashion industry. The research is conductedin the form of a case study of Saga Furs, which is anauction company whose operations range from co-operation withlocalfur breeders supplying the raw materialto marketing andsellingto globally prestigious fashion houses and clothingmanufacturers. In this inquiry, changes in the stakeholder relationsof Saga Furs Ltd are investigated and their implications forbrand management are presented with regard to customer-basedbrand equity. In conclusion, this case study illustrates the benefitsof branding in a controversial material industry and providesbest practices for carrying out brand communications.
Abstract
This study addresses brand management in the context of rawmaterial for the luxury fashion industry. The research is conductedin the form of a case study of Saga Furs, which is anauction company whose operations range from co-operation withlocalfur breeders supplying the raw materialto marketing andsellingto globally prestigious fashion houses and clothingmanufacturers. In this inquiry, changes in the stakeholder relationsof Saga Furs Ltd are investigated and their implications forbrand management are presented with regard to customer-basedbrand equity. In conclusion, this case study illustrates the benefitsof branding in a controversial material industry and providesbest practices for carrying out brand communications.
참고문헌 (36)
- Aaker, D., "Managing BrandEquity" (1991), Free Press
- Arnould, E. J., "Consumer culture theory (CCT): Twenty years of research", Journal of Consumer Research, 31(3), pp.868~882 (2005)
- Chesborough, H., "Open Innovation: The New Imperative for Creating and Profiting from Technology" (2003), HBS Press
- Dickson, M. A., "US consumers’ knowledge of and concern with apparel sweatshops", Journal of Fashion Marketing and Management, 3, pp.44~55 (1999)
- Doane, D., "Taking Flight: The Rapid Growth of Ethical Consumerism" (2001), Economics Foundation
- Donaldson, T., "The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications", Academy of Management Review, 20(1), pp.71~ (1995)
- Emberley, J. V., "Venus in Furs: The cultural politics of furs" (1997), I.B. Tauris Ltd
- "Etelä-Suomen & Sanomat" (2009)[URL]
- Freeman, R. E., "Strategic Management: A stakeholder approach" (1984), Pitman
- Friedman, A. L., "Developing stakeholder theory", Journal of Management Studies, 39(1), pp.1~21 (2002)
- Harris, L.C., "Exploring Market-Driving: A Case Study of De Beers in China", Journal of Market-Focused Management, 5, pp.171~196 (2003)
- Junghyun Jang, "Study of a Social Content Model for Sustainable Development in the Fast Fashion Industry", Journal of Global Fashion Marketing, 3(2), pp.61~70 (2012), 한국마케팅과학회[DOI]
- Joergens, C., "Ethical fashion: myth or future trend?", Journal of fashion marketing and management, 10(3), pp.360~371 (2006)
- Kapferer, J. N., "The new strategic brand management: Creating and sustaining brand equity long term" (2008), Kogan Page Limited
- Building customer-based brand equity: A blueprint for creating strong brands, "Keller, K. L.", Marketing Science Institute, 1~107 (2001)
- Keller, K. L., "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, 57, pp.1~22 (1993)
- Nalae Kim, "A Study on Measuring and Defining Customer Equity of Complex Shopping Malls", Journal of Global Fashion Marketing, 3(2), pp.71~80 (2012), 한국마케팅과학회[DOI]
- Kim, S., "The relative importance of social responsibility as a predictor of purchase intentions for clothing", Journal of Fashion Marketing and Management, 3(3), pp.207~218 (1999)
- Kuhn, K., "Applying Keller’s brand equity model in a B2B context : limitations and an empirical test", ANZMAC 2004 : marketing accountabilities and responsibilities (2004)
- Lorge, S, "Better off branded", Sales and Marketing Management, 150(3), pp.39~42 (1998)
- Mitchell, V., "Organizational risk perception and reduction: A literature review", British Journal of Management, 6, pp.115~133 (1995)
- Mitchell, R. K., "Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts", Academy of Management Review, 22(4), pp.853~886 (1997)
- Mudambi, S., "Branding importance in business-to-business markets", Industrial Marketing Management, 31(6), pp.525~533 (2002)
- Ostberg, J., "The mythological aspects of country-of-origin: The case of the Swedishness of Swedish fashion", Journal of Global Fashion Marketing, 2(4), pp.223~234 (2012)
- Phan, M., "Social media and luxury brand management: The case of burberry", Journal of Global Fashion Marketing, 2(4), pp.213~222 (2009)
- Elisabetta Savelli, "Role of Brand Management of the Luxury Fashion Brand in the Global Economic Crisis: A Case Study of Aeffe Group", Journal of Global Fashion Marketing, 2(3), pp.170~179 (2011), 한국마케팅과학회[DOI]
- Sen, S., "Does doing good always lead to doing better? Consumer reactions to corporate social responsibility", Journal of Marketing Research, 38, pp.225~243 (2001)
- Shaw, D., "Consumption as voting: An exploration of consumer empowerment", European Journal of Marketing, 40(9-10), pp.1049~1067 (2006)
- Sherwin, D. S., "The ethical roots of the business system", Harvard Business Review, pp.183~192 (1983)
- Silverman D., "Interpreting qualitative data" (2006), Sage
- Suchmann, M. C., "Managing legitimacy: strategic and institutional approaches", The Academy of Management Review, 20(3), pp.571~610 (1995)
- Winkler, I, "Stakeholder salience in corporate codes of Ethics", Electronic journal of Business Ethics and Organization Studies, 14(1), pp.4~13 (2009)
- Yin, R. K., "Case study research: Design and methods" (2009), SAGE Publications