지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한복문화학회 한복문화 韓服文化 第17卷 1號
- 발행연도
- 2014.2
- 수록면
- 111 - 127 (17page)
- DOI
- 10.16885/jktc.2014.02.17.1.111
이용수
초록· 키워드
오류제보하기
The purpose of this study was to examine types and cases of cause marketing in the fashion industry. The major findings of the study were as follows: First, this type of marketing involves a company making a donation to a philanthropic or non-profit organization in relation to the area of their common interest. There is a growing trend of consumers purchasing cause-related products and services, and this is why corporations are making use of donation as a medium to link their own organizations or products and customers. Second, many companies are forming partnerships with other institutions to perform joint branding activities in association with particular social issues. They may make an alliance with NGOs or public utilities that have nothing to do with their own business, or they may establish their own charitable institution with which they can pursue branding activities. Alternatively, they may enter into an alliance with other companies to inform people in general of their efforts for social participation and to boost the ripple effects of their campaigns or messages. Third, the aim of a public service ad is to raise awareness among the public of a specific social issue, in order to pursue improvements in public health, safety, the environment or social welfare, and to this end, companies have conducted campaigns that could accelerate behavioral changes. Fourth, this marketing method is far more efficient than general marketing methods in terms of cost, while also having the benefit of producing lasting after-effects. It is considered that cause marketing is one of the integral factors that enables a company to maintain its reputation for an extended period of time. Fifth, corporate cause marketing is definitely one of the feasible alternatives to put futuristic social marketing into practice, as the concept of social marketing, which seeks both consumer satisfaction and social welfare, is increasingly being stressed.
목차
〈Abstract〉
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구 분석 및 결과
Ⅳ. 결론 및 제언
참고문헌
참고문헌 (49)
참고문헌 신청
1. [단행본] - 유재훈 / 2012 / 코즈마케팅 공익과 실익의 접점을 찾으려면 / LG Business Insight 1182 : 35 ~
2. [단행본] - 김재문 / 2009 / 착한 마케팅의 명암과 성공조건 / LG Business Insight 1064 : 18 ~
3. [학술지(정기간행물)] - 박병진 / 2013 / 공유가치창출(CSV) 관점에서 본 CJ제일제당의 동반성장 추진 사례 / Korea Business Review 17 (2) : 73 ~ 99
4. [학술지(정기간행물)] - 조형오 / 2000 / 공익연계마케팅이 소비자 반응에 미치는 영향 / 광고학연구 49 : 127 ~ 175
5. [학술지(정기간행물)] - 서은경 / 2009 / 공익마케팅을 전개하는 패션 브랜드에 대한 소비자태도와 친숙성이 신뢰와 구매․추천의도에 미치는 영향 / 복식 59 (6) : 1 ~ 15
2. [단행본] - 김재문 / 2009 / 착한 마케팅의 명암과 성공조건 / LG Business Insight 1064 : 18 ~
3. [학술지(정기간행물)] - 박병진 / 2013 / 공유가치창출(CSV) 관점에서 본 CJ제일제당의 동반성장 추진 사례 / Korea Business Review 17 (2) : 73 ~ 99
4. [학술지(정기간행물)] - 조형오 / 2000 / 공익연계마케팅이 소비자 반응에 미치는 영향 / 광고학연구 49 : 127 ~ 175
5. [학술지(정기간행물)] - 서은경 / 2009 / 공익마케팅을 전개하는 패션 브랜드에 대한 소비자태도와 친숙성이 신뢰와 구매․추천의도에 미치는 영향 / 복식 59 (6) : 1 ~ 15
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UCI(KEPA) : I410-ECN-0101-2015-590-001416895