Search results

1 – 5 of 5
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 19 September 2008

Hyunsook Kim, Eun‐Young Rhee and Jaeyeol Yee

The purpose of this paper is to gain a better understanding of the “fashion process” by exploring and comparing fashion‐process networks and friendship networks in small groups of…

2430

Abstract

Purpose

The purpose of this paper is to gain a better understanding of the “fashion process” by exploring and comparing fashion‐process networks and friendship networks in small groups of adolescents, and to explore the factors involved in the causation of “clothing leadership” and “popularity” in such groups.

Design/methodology/approach

Fashion‐process networks and friendship networks are investigated by sociometric nomination with respect to “clothing acceptance” and “social acceptance” in three age groups of Korean adolescents. The patterns and structures of the networks are analyzed using UCINET 6.0 and Netminer 2.6. Certain factors contributing to “clothing leadership” and “popularity” are measured using Likert‐type scales; these include “clothing interest,” “fashion interest,” and “perceived clothing acceptance.” Other factors of interest (such as “academic grade,” “facial attractiveness,” and “bodily attractiveness”) are rated by peer informants.

Findings

Fashion‐process networks are found to be more centralized and polarized than friendship networks. Clothing acceptance is related to peer acceptance and is found to occur within and across friendship links. Clothing leaders are not necessarily the most popular subjects. The most significant factor determining “clothing leadership” is found to be “facial attractiveness.”

Research limitations/implications

Social network analysis is exploratory in nature and the results cannot be statistically verified. However, a better understanding of the characteristics of fashion‐process networks in small groups assists in bridging the gap between individual adoption of fashion at the micro‐level and fashion diffusion in society at the macro‐level.

Practical implications

By illuminating the dynamics of the fashion process in small groups, the study is of assistance in developing marketing strategies that target adolescents.

Originality/value

The study is original in that fashion process in small groups of Korean adolescents is investigated by social network analysis of “clothing acceptance,” and then compared to friendship networks.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Available. Content available
Article
Publication date: 11 July 2008

641

Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 3
Type: Research Article
ISSN: 1361-2026

Access Restricted. View access options
Article
Publication date: 1 January 1997

Valerie Hlavaty, Shelley S. Harp and Patricia E. Horridge

The purposes of the study were to classify South Korean female apparel shoppers into fashion opinion leadership groups and to develop group profdes by lifestyle characteristics…

724

Abstract

The purposes of the study were to classify South Korean female apparel shoppers into fashion opinion leadership groups and to develop group profdes by lifestyle characteristics, store selection attributes, clothing purchase influences, and sociodemographics. Data (N=271) were collected by questionnaires distributed to 300 South Korean consumers chosen to participate in the investigation. By cluster analysis of the Fashion Opinion Leadership (FOL) scale, four female consumer groups were identified as traditionoriented/culture conscious (29.4 per cent), eco‐nomic‐oriented/price conscious (15.8 per cent), convenience‐oriented/time conscious (28.7 per cent), and appearance‐oriented/fashion conscious (26.1 per cent). Scale reliability with the inter‐national sample was determined by a Cronbach alpha. Groups were compared on the profile descriptors through MANOVA and chisquare statistics. Results indicated that fashion opinion leadership is a base for segmenting South Korean female apparel shoppers. This study suggests ways knowledge about the consumer groups identified can be incorporated into marketing and retail strategies.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 1 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Access Restricted. View access options
Article
Publication date: 29 November 2018

Young Eun Park, Hyunsang Son, Sung-Un Yang and Jae Kook Lee

The purpose of this paper is to demonstrate whether or not public relations efforts in corporate social responsibility (CSR) influence the news media in corporate crisis…

1131

Abstract

Purpose

The purpose of this paper is to demonstrate whether or not public relations efforts in corporate social responsibility (CSR) influence the news media in corporate crisis situations.

Design/methodology/approach

The study conducted a content analysis of press releases and news media based on traditional human-coded cross-lag analyses and a machine learning technique, a novel method of big data analysis to test hypotheses.

Findings

Results indicate that CSR press releases indeed influenced the news media. During the crisis point, however, agenda-building was not observed.

Practical implications

Corporations need to continue CSR activities and provide public relations materials consistently even after a crisis, as an agenda-building role could be recovered.

Originality/value

The study examines the relationship between CSR and crisis situations in an agenda-building theoretical framework. The authors introduce agenda-building in the corporate sector with machine learning techniques.

Details

Journal of Communication Management, vol. 23 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

Access Restricted. View access options
Article
Publication date: 21 March 2016

Angélique Rodhain and Philippe Aurier

– The purpose of this paper is to study the child–brand relationship dynamic in interaction with the relationships children develop with their family, peers and teacher.

2008

Abstract

Purpose

The purpose of this paper is to study the child–brand relationship dynamic in interaction with the relationships children develop with their family, peers and teacher.

Design/methodology/approach

In all, six classes in French primary schools are observed for six months. Among the 112 children observed, aged 10-11 years, 24 of them are interviewed twice individually and 24 others are interviewed in focus groups.

Findings

A lack of coherence between parents, peers and the teacher, as well as with the child’s own desires, affects the child–brand relationship and reduces the child’s self-esteem. Based on this, this study proposes a four-case typology of child–brand relationship dynamics with two criteria: the child’s attitude toward the brand relationship (favorable and unfavorable) and the consistency of attitudes in his/her socialization spheres (peers, parents and teacher) relative to this relationship. Then, the most frequent trajectories children follow across these brand relationship cases are identified.

Research limitations/implications

This study applies to branded clothes.

Practical implications

From a marketer’s perspective, this study reveals that there are different qualities in child–brand relationships. The strongest one appears when the child feels free from outside pressure and when peers, parents and the teacher create a virtuous circle for brands (or at least do not contradict the child’s desires for brands).

Social implications

For public policymakers, it can be useful to be aware that when peers, parents and teachers’ opinions about brands differ, this affects the child’s self-esteem.

Originality/value

The study offers a dynamic approach to child–brand relationships.

Details

Journal of Product & Brand Management, vol. 25 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

1 – 5 of 5
Per page
102050