View: session overviewtalk overview
-Journal of Global Scholars of Marketing Science
-Journal of Global Fashion Marketing
-Journal of Global Sport Management
15:00 | The Real Roles of Flagship Stores for Customer Brand Experience in Apparel Industry ABSTRACT. The purpose of this research is to clarify the important customer motivation elements for apparel flagship stores to attract customers. The result indicates that hedonic, sensory, and human interaction factors positively influence towards customer brand satisfaction. Also, customer brand satisfaction positively relates to customer brand loyalty. |
15:15 | The Compulsiveness and Browsing Activities in Consumer Journey ABSTRACT. This thesis aims to discuss research about compulsiveness in the consumer journey, and the relevance of browsing behavior in contemporary society. Fashion is used as the main context in the three studies proposed in the thesis. |
15:30 | Exploring the significance of psychosocial perceptions of luxury fashion brands in London and Dubai PRESENTER: Darioush Yazdani Farabi ABSTRACT. This paper is concerned with psychosocial perceptions of luxury fashion brands from the consumer’s point of view. The psychosocial approach focuses on the combined influence of psychological factors and the social environment on individuals self-perception. The paper is concerned with how psychosocial factorseffect consumers’ perceptions of luxury fashion brands. From a branding perspective the paper seeks to provide insights on how luxury fashion brandsconstruct sufficient influence over consumers to encourage them to ask themselves key questions such as, ‘Do I need this? Can I be happy without it?’ In order to address this question the present paper focuses on the luxury fashion consumers’ from two of the world’s luxury fashion capitals Dubai and London. The research incorporates a mixed method approach using online questionnaires targeting luxury fashion consumers and in addition, depth interviews with luxury fashion brand managers, social media influencers and highly frequent luxury fashion consumers (weekly/monthly basis) to attain numeric data and insights as to the meanings consumers’ apply to luxury fashion. On this basis it is argued that a psycho-social approach provides a more sophisticated means by which marketers can understand the relationship between luxury fashion consumption and identity. |
Welcome Speeches:
- Benjamin Voyer (ESCP Europe), Chair of 2019 GFMC at Paris
- Eunju Ko (Yonsei University), President of GAMMA
- Charles R. Taylor (Villanova University), Academic Excellence Committee Chair
- Jaihak Chung (Sogang University), President of KSMS
- Raffaele Donvito (University of Florence), Digital Marketing Chair,SIMktg - Italian Marketing Association