http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : F. Mu¨ge Arslan (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
Oylum Korkut Altuna,O¨ zge Sig˘ irci,F. Mu¨ge Arslan 한국마케팅과학회 2013 Journal of Global Fashion Marketing Vol.4 No.3
The objective of this study is to understand why women buy fashion magazines and tocluster them accordingly. Hence fashion magazine consumers are clustered into groupsbased on why they buy fashion magazines, their fashion involvement levels, and theirages. According to the findings of the study, the reasons why women buy fashionmagazines may be defined under 13 dimensions. Moreover, three distinct clusters arefound and labeled as “Young occasional buyers interested in being informed ondifferent styles and brands”; “Elder deal-prone low-fashion-involved buyers interestedin current events and assessments on current events”; and “Settled high-fashioninvolvedregular magazine buyers interested both in trends and in content, design andvisuality of magazines.” All three clusters are distinct and thus should be subject todifferent marketing strategies. The study is significant because although fashionmagazines are one of the most important distribution channels for fashion marketing,research on them is very limited. Moreover, this research will offer insight both forfashion magazine marketers, who will be able to determine marketing strategiesaccording to the varying clusters formed, and for academicians who are interested infashion marketing.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
