View : 107 Download: 0

Full metadata record

DC Field Value Language
dc.contributor.author김수정-
dc.contributor.author엄윤경-
dc.date.accessioned2018-11-22T16:30:31Z-
dc.date.available2018-11-22T16:30:31Z-
dc.date.issued2017-
dc.identifier.issn1343-4500-
dc.identifier.otherOAK-23850-
dc.identifier.urihttp://dspace.ewha.ac.kr/handle/2015.oak/246955-
dc.description.abstractThe consumers today demand the brands for new experiences and diverse ways of communication. A renown brand communication strategy, brand extension can build the relationship with consumers and widen the range of their experiences. Korean pop culture contents, central to the 21st century's culture trends, has become globally popular. The entertainment companies stretch the brands beyond the conventional field of business with their established star contents and brand equity, which enables the existing brand to provide not only their fans but also consumers in general. Looking through the brand extension cases of S.M.Entertainment's which broadened their business to the lifestyle beyond their original ranges, the dissertation will analyze different types of the extension and examine the communicating strategies through the star marketing with their brand elements. © 2017 International Information Institute.-
dc.languageEnglish-
dc.publisherInternational Information Institute Ltd.-
dc.subjectBrand Extension-
dc.subjectEntertainment Brand-
dc.subjectPop Culture Content-
dc.titleEntertainment company's brand extension with pop culture content communication-
dc.typeArticle-
dc.relation.issue10-
dc.relation.volume20-
dc.relation.indexSCOPUS-
dc.relation.startpage7803-
dc.relation.lastpage7812-
dc.relation.journaltitleInformation (Japan)-
dc.identifier.scopusid2-s2.0-85053995216-
dc.author.googleEom Y.K.-
dc.author.googleKim S.-J.-
dc.contributor.scopusid김수정(57148780900)-
dc.date.modifydate20190301081000-
Appears in Collections:
조형예술대학 > 시각디자인전공 > Journal papers
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE