The e-semiotics of luxury
2
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
The relationship that luxury brands have with the digital world is a love-and-hate one:brands wonder how to use it without damaging their identity and their spirit of luxury,while relying upon a distribution and communication network with a priori counter-luxury characteristics. Since luxury consumption assumes semiotic metacognition from theclients, it makes sense to understand how a new semiotic e-system is set, enabling the audience to acknowledge the luxury nature of the brands on display even if present in an a priori counter-luxury medium. This paper is focused on such identification. Using content analysis and Perceian semiotics, we identify two e-semiotics systems, with their various representamen and interpretants. We observe a shift from brand communication to product communication and frompurchase experience and context to price. The definition of what luxury is through digital tools is thus specific to its context, and yet not similar to its offline definition.
Abstract
The relationship that luxury brands have with the digital world is a love-and-hate one:brands wonder how to use it without damaging their identity and their spirit of luxury,while relying upon a distribution and communication network with a priori counter-luxury characteristics. Since luxury consumption assumes semiotic metacognition from theclients, it makes sense to understand how a new semiotic e-system is set, enabling the audience to acknowledge the luxury nature of the brands on display even if present in an a priori counter-luxury medium. This paper is focused on such identification. Using content analysis and Perceian semiotics, we identify two e-semiotics systems, with their various representamen and interpretants. We observe a shift from brand communication to product communication and frompurchase experience and context to price. The definition of what luxury is through digital tools is thus specific to its context, and yet not similar to its offline definition.
참고문헌 (39)
- Bastien, V., "Luxe oblige" (2008), Eyrolles
- "agpies and hypocrites, snobs and villains: A view from the catwalk. Sexymachinery. Issue A" (2008)[URL]
- Berelson, B., "Content analysis in communication research" (1952), Free Press
- "Viewing brands in multiple dimensions. MIT Sloane Management Review" (2012)[URL]
- Berthon, P., "Aesthetics and ephemerality: Observing and preserving the luxury brand", California Management Review, 52, pp.45~66 (2009)
- Berthon, P. R., "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy", Business Horizons, 55, pp.261~271 (2012)
- Beverland, M., "The “real thing”: Branding authenticity in the luxury wine trade", Journal of Business Research, 59, pp.251~258 (2006)
- Bomsel, O., "L’industrie du luxe ou comment associer objets et repre´sentations. Annales des Mines – Re´alite´s industrielles. Juillet-Aouˆ t", 14~20 (1995)
- Carcano, L., "Why luxury firms are often family firms? Family identity, symbolic capital and value creation in luxury-related industries", Universia Business Review, 32, pp.40~52 (2011)
- Chaudhuri, H. R., "Of diamonds and desires: Understanding conspicuous consumption from a contemporary marketing perspective", Academy of Marketing Science Review, 10(8), pp.1~18 (2006)
- Chen, S., "Assessing the impact of the Internet on brands", The Journal of Brand Management, 8, pp.288~302 (2001)
- Chevalier, M., "Luxury retail management: How the world’s top brands provide quality product and service support" (2012), John Wiley & Sons
- Crafts, C. E., "Impulse buying on the Internet", 석사, pp.2011
- De Bonville, J., "L’analyse de contenu des me´dias" (2000), De Boeck Editions
- De Chernatony, L., "Succeeding with brands on the Internet", Journal of Brand Management, 8, pp.186~195 (2001)
- Elias, N., "U¨ ber den Prozess der Zivilisation" (1939), Verlag Haus zum Falken
- Fionda, A. M., "The anatomy of the luxury fashion brand", Journal of Brand Management, 16, pp.347~363 (2009)
- Gao, J., "Understanding online purchase decision making:The effects of unconscious thought, information quality, and information quantity", Decision Support Systems, 53, pp.772~781 (2012)
- Geerts, A., "Evidence on internet communication management strategies for luxury brands", Global Journal of Business Research, 5, pp.81~94 (2011)
- Grewal, D., "Retail value based pricing strategies: New times, new technologies, new consumers", Journal of Retailing, 88(1), pp.1~6 (2012)
- Sejin Ha, "E-tail Evolution: Motives and Behavioral Intentions of E-shopper Segments", Journal of Global Fashion Marketing, 1(1), pp.9~18 (2010), 한국마케팅과학회[DOI]
- Heine, K., "The concept of luxury brands", Luxury Brand Management, 1, pp.2193~1208 (2012)
- Jiang, L. A., "Measuring consumer perception of online shopping convenience", Journal of Service Management, 24, pp.191~214 (2013)
- 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]
- Kim, A. J., "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand", Journal of Business Research, 65, pp.1480~1486 (2012)
- Kim, J., "Effects of reputation and website quality on online consumers’emotion, perceived risk and purchase intention: Based on the stimulus-organismresponse model", Journal of Research in Interactive Marketing, 7, pp.33~56 (2013)
- Lee, J. R., "When do online shoppers appreciate security enhancement efforts? Effects of financial risk and security level on evaluations of customer authentication", International Journal of Human- Computer Studies, 70, pp.364~376 (2012)
- Internet: la Face Cache´e des Produits de Luxe, "Muller, B.", Ecole des HEC, ~ (2007)
- Murphy, I. P., "Living social", American Drycleaner, 77, pp.32~ (2011)
- Nyeck, S., "Luxury brands online and offline: The case of French brands", European Retail Digest, 41, pp.20~24 (2004)
- Okonkwo, U., "Sustaining the luxury brand on the Internet", Journal of Brand Management, 16, pp.302~310 (2009)
- Peirce, C. S., "Collected papers of Charles Sanders Peirce, 3" (1974), Harvard University Press
- Peretz, H., "Le vendeur, la vendeuse et leur cliente. preˆt-a`-porter de luxe", Revue francaise de sociologie, 33, pp.49~72 (1992)
- Perry, M., "Content analysis of 100 company web sites", Corporate Communications: An International Journal, 5, pp.87~97 (2000)
- 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]
- Phau, I., "Consuming luxury brands: The relevance of the “rarity principle", Brand Management, 8, pp.122~138 (2000)
- Pine, B. J., (1999), Harvard Business Press
- Veblen, T., "The Theory of the Leisure Class" (1899), Macmillan
- Wiedmann, K. P., "Measuring consumers’ luxury perception: A cross-cultural framework", Academy of Marketing Science Review, 7(7), pp.1~21 (2007)